A Diagnosis Turned Serious campaign

Trade Show Exhibition Displays/Graphics

McCann Health New Jersey (USA)

Project Title: A Diagnosis Turned Serious campaign
Client or Class Name: Sanofi Genzyme - https://www.sanofigenzyme.com

Being the first therapy for a disease means nothing if healthcare professionals (HCPs) don’t recognize a need for treatment. Cold Agglutinin Disease (CAD) is a little known, rare, and potentially deadly condition that HCPs don’t recognize as serious. They often tell patients they are lucky their condition is not something worse and that they should avoid the cold, bundle up, or move to a warmer climate.   We needed to show them cold is not the only danger and patients face a constant risk for life-threatening events. To highlight the danger of CAD, we took the scarf, a badge of patients’ burden, and turned it into a warning for HCPs. The caution tape shouts that every diagnosis should be taken seriously and that more needs to be done to protect these patients.   We launched this campaign across different mediums with a website, printed sales materials, and a Twitter campaign. But where we wanted the campaign to truly stand out was at one of the largest conferences for physicians who treat CAD, the American Society of Hematology (ASH) annual meeting. To grab the attention of the more than 30,000 attendees, the brand team purchased key sponsorship opportunities throughout the conference and approved a unique and disruptive TV spot to introduce our campaign. This noteworthy commercial ran more than 4000 times throughout the weekend.   Our integrated campaign approach and persistent presence at ASH paid off, helping this little-known disease make a lot of noise. Social presence on Twitter drove traffic to our website with more than 1.5 million Twitter impressions and a click-through rate of 0.14%, eclipsing industry benchmarks by 40%, an impressive result for a rare disease. Moreover, our attention-grabbing tactics and TV spot throughout the conference weekend enabled us to double our goals for both booth and product theater attendance.

2019 Trade Show Graphics Design Award Winner


Creative Team

Marcia Goddard

Creative Director :
Katharine Imbro

VP, Director of Integrated Creative Services:
Jennifer Dee

VP, Associate Creative Director, Art:
Christian Gorrie

Group Copy Supervisor:
Fiana Jackameit

Group Art Supervisor:
Mark Pfahlert

VP, Account Group Supervisor:
Nina Cedrone

Senior Account Executive :
Ariel Auriemma

Associate Director, Strategic Planning :
Brooke Glanzberg


2019 Trade Show Graphics Design Award Winner 2019 Trade Show Graphics Design Award Winner


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