Marketing Campaigns
Fashion Clothier Reamed For Anti-Nurse Ad
Two heavy hitters in the healthcare industry, the American Hospital Association (AHA) and the American Organization of Nurse Executives (AONE), are outraged by a clothing ad that they claim demeans the nursing industry and have called for it to be pulled.
In a May 14 letter to popular clothier Nicole Miller, the two groups blast the company's portrayal of nurses in an ad that ran in the May issue of Golf Magazine.
Addressed to Nicole Miller CEO Bud Konheim, AHA and AONE make scathing remarks about the ad's representation of nurses that features four male doctors on the greens accompanied by three scantily clad nurses with that reads "Playing Doctor."
"Portraying them as underclothed drapery for male physicians is an unforgivable trivialization of an extremely important profession," said Marjorie Beyers, AONE executive director and Jack Lord, AHA COO. In its conclusion, the letter stresses that Konheim reconsider the ad "which makes a mockery of nurses and women everywhere." (AHA, 202/626-2339; AONE, 312/422-2804)
Anti-smoking Groups Fighting Fire with Fire in the Cinema
The anti-smoking message in Massachusetts is getting a 30-second boost from the silver screen, thanks to Boston ad agency Houston Herstek Favat.
To combat the pervasive image of smoking in movies, the commercial stresses how uncool smoking is through a cowboy who lights up, fumbles the cigarette and sets his pants on fire.
Now playing in 81 theaters throughout the state, this commercial is the latest weapon in the Massachusetts Department of Health's (MDH) anti-smoking arsenal. Other cities are eager to follow suit.
Los Angeles' county health department is considering a plan by its ad agency, Asher/Gould Advertising, for an anti-smoking theater campaign. The American Lung Association (ALA) there already has primed theater goers with a provocative ad that shows a young mother smoking while giving her baby a bottle. In Arizona, anti-smoking groups also are looking into cinema campaign. (Houston Herstak Favat, 617/375-7200; MDH, 617/624-6000; Asher/Gould Advertising, 213/931-4151; ALA, 213/935-5864))
Groups Unveil Clothing Line For Women with Osteoporosis
In a groundbreaking venture, the National Osteoporosis Foundation (NOF) and the Fashion Institute of Technology (FIT) have come together to fill the clothing needs of millions of women who suffer from osteoporosis.
The joint project, "Beauty In All Forms," features functional and fashionable clothing for women, afflicted with Osteoporosis, whose body shape has changed.
The designs, ranging from sportswear to evening wear and active/lounge wear, debuted at a FIT fashion show and awards ceremony, May 20 in New York. The show, organized by FIT students and modeled by women osteoporosis sufferers, marked the first time that the fashion needs of Americans who suffer from this disease were addressed. Although the designs are not available for sale, NOF is providing fashion tips for existing clothing that are attractive for women with osteoporosis.
"This design project will raise awareness of osteoporosis and will celebrate and demonstrate to those whose height, posture and waistline have been sacrificed to the disease that they don't also have to sacrifice their style, dignity and self confidence," said Sandra C. Raymond, NOF's executive director. (NOF, 202/223-2226; FIT, 212/226-9625)
Philanthropy
Organizations Raise $52 Million for Hospitalized Kids
Imaginative grass-roots campaigns, corporate-level activities and fund-matching efforts by more than 20 high-profile U.S. companies paid off big for the Children's Miracle Network (CMN) - to the tune of $52 million. CMN, based in Salt Lake City, is a non-profit organization that generates funds and creates awareness programs to benefit children treated at 165 children's hospitals the U.S. and Canada.
This year's campaign attracted a wide range of corporate sponsors like Wal-Mart Stores [WMT], Marriot International [MAR], Kiwanis International and Eckerd Corporation [ECK]. Through its aggressive corporate and store-level efforts, Wal-Mart became CMN's highest donating- sponsor of 1996, raising a record $14.3 million.
CMN-associated hospitals treat 7 million children annually who suffer from a broad range of afflictions, including cancer, AIDS, heart and muscular diseases, birth defects and trauma. (CMN, 801/278-8900)
Mickey Mouse Marketing Attracts Healthcare Execs
Using Walt Disney Resort as a model, healthcare marketers and execs received hands-on business strategy from a worldwide leader in quality service through the newly developed Disney University Professional Development Programs. "The Disney Approach to Quality Service: Customized for the Healthcare Industry" recently debuted at the Walt Disney World Resort to a sold-out audience.
Designed for those involved in patient/guest services, human resources/training and education and overall customer service initiatives for hospitals, HMOs, PPOs and pharmaceutical and medical suppliers, the three-day program allowed healthcare professionals to study core philosophies on Walt Disney's customer service.
Guided field experiences across the 47-square-mile resort took participants out of the traditional classroom and into a "living classroom" environment where they learned first-hand about Walt Disney's service excellence. (Disney University, 407/934-6987)
New Web Site
Shape Up Message Heats Up With New CYBERKitchen Site
Despite the fashion industry's "thin is in" obsession, health professionals and nutrition educators are baffled by escalating rates of obesity in the U.S. and a pervasive anti-diet sentiment among today's overweight Americans.
To reverse these trends, Washington, D.C.-based Shape Up America! made their message more digestible with the recent addition of CYBERKitchen to its Web site (http://www.shapeup.org). The subsite customizes calorie levels, fat intake, food selections and activity levels. (Shape Up America!, 202/944-5171)