R.I. Quality Partners Taps Trion Communications

Trion Communications has been selected by R.I. Quality Partners, a nonprofit health watchdog group, for advertising chores following a review of undisclosed agencies.

Spending will be in the six-figure range for statewide campaigns dealing with numerous health-related issues, said RIQP executive director Marcia Petrillo. There was no incumbent.

The Providence, R.I., shop will use broadcast, print, outdoor and public relations to target three audiences: healthcare professionals (doctors, long-term facilities management); opinion leaders (elected officials and business owners/managers); and consumers, said Trion principal Josh Fenton.

The agency’s first work for the crosstown group will be a November effort designed to encourage Rhode Island residents to get inoculated against pneumonia. Television will be included in the mix, Fenton said. Ads dealing with mammograms and diabetes evaluations willfollow.

“We were looking for a bright, creative agency … with an understanding of the various communities we work with in Rhode Island” Petrillo said about Trion’s selection.

The shop’s experience in crafting messages mixing healthcare and government issues was an important factor in Trion’s favor, Petrillo said. Case in point: the agency in May unveiled ads for the American Cancer Society voicing opposition to a controversial proposal to use tobacco-settlement funds to reduce the state’s budget shortfall. One execution showed the state capitol with a graveyard of shadowy crosses on its main lawn.

The account underscores Trion’s healthcare expertise and allows the shop to “to create an overall brand from scratch,” Fenton said. Despite the modest budget, the RIQP also gives Trion a high-profile local showcase and helps the agency maintain the momentum of its recent Sodexho USA and Turfer Sportsware account wins, he said.

The RIQP is tasked with implementing national health guidelines on a local level, as well as with public education and community outreach.