New Campaigns: New England

Client: The Massachusetts Department of Environmental Protection, Boston
Agency: Leonard/Monahan, Providence, R.I.
Creative Director/Copywriter: Kara Goodrich
Art Director: Ralph Watson
The Massachusetts Department of Environmental Protection has launched a pilot communications program that includes print ads, transit station posters and billboards urging residents of East Boston to recycle. One print execution features youngsters riding bicycles and carries the headline, “Mom, we’re going to the landfill to play.” The theme of the campaign, “Remake a difference,” is spelled out in letters “clipped” from newspapers and magazines.
The overall effectiveness of the program will be evaluated in November and may eventually be rolled out across the Bay State, said Lynn Walters of Leonard/ Monahan, the Providence, R.I., shop that created the campaign. -David Gianatasio


Client: Blue Cross & Blue Shield of Connecticut, North Haven, Conn.
Agency: O’Neal & Prelle, Hartford, Conn.
Creative Director/Copywriter: Brad Londy
Art Director: Steven Martin
Producer: Roger Bayley
Director: Chuck Koelsch
O’Neal & Prelle’s “Just another day” campaign for Blue Cross & Blue Shield of Connecticut presents a cross section of life in the Nutmeg State. “We wanted to say that . . . no matter where you went, Blue Cross is there,” said art director Steven Martin. Three 30-second TV commercials emphasize the wide array of services the insurer provides. Live-action segments were shot at hospitals, doctors’ offices, housing projects and senior-citizen centers in cities throughout Connecticut and feature actual patients. The spots initially broke in April on stations throughout Connecticut and will resume in October, Martin said. -Sarah Jones