CAMPAIGN FOCUSES ON EDUCATING PUBLIC – NOT SELLING A BRAND

When the New York-based PR shop Noonan/Russo Communications was vying in January 1995 to win an account to promote a drug manufactured by Rhone-Poulenc Rorer to treat bed wetting, those who worked on the competitive bid picked an atypical way to woo the drug licensor. Instead of presenting a plan that would elevate the brand in the marketplace, Noonan/Russo selected a far more personal approach that ended up netting 51,209,150 media impressions and record-breaking sales.