StrawberryFrog Backs ‘Boomer Coalition’

NEW YORK A campaign introducing the Boomer Coalition is set to launch during the 76th annual Academy Awards telecast on Sunday via StrawberryFrog.

The Boomer Coalition is an initiative of the American Heart Association and Pfizer, with the support of the American College of Cardiology, Living Heart Foundation, America Online and Ticketmaster, among others. Celebrity co-founders include Mia Farrow, Henry Winkler and Lynda Carter. Ad spending was not disclosed.

“The strategy behind [the campaign] is pretty simple,” said Heather Fullerton, partner and head of the New York office of independent StrawberryFrog. “A million people are dying every year of cardiovascular disease. Baby boomers are most heavily affected by it, [so] the campaign was about waking people up that CVD is the No. 1 killer in America … and to let them know they can do something aboutit.”

A 30-second commercial, which will air during the Red Carpet portion of the Oscars, features shots of entertainment and sports celebrities who have died of CVD, including James Coburn, John Ritter, Peter Sellers and basketball’s Dave DeBusschere. Set to Steppenwolf’s “Magic Carpet Ride,” the effort is tagged, “Let’s fight CVD.”

“Rather than go the medical route, we wanted to talk to [baby boomers] in a way that would appeal to them and build on their cultural nostalgia,” said Fullerton.

Print executions, Web ads, guerilla marketing and outdoor posters will also be in the mix.

The campaign marks Amsterdam-based StrawberryFrog’s first U.S. campaign since opening its New York office this year.