The Portraits of Health television campaign will begin with a national buy, mostly through cable networks. The company expects to spend up to $5 million in 2013 with additional investment planned for 2014.
Portraits of Health also complements current trends in consumer behavior that have individuals taking a more active role in managing their health. As people become more involved in managing their health and the health of their family, they are looking for information that can help them make more informed decisions, a trend exemplified by the growing popularity of health-specific devices and digital health tools.
The campaign was created by Arnold Worldwide in New York, the global communications company that created one of Adweek's "Best Female Brand Mascots" and co-created Advertising Age's "Campaign of the Decade." Buck, a design-driven production company, directed and animated the television commercials.
"We wanted to illustrate the power of 23andMe through the stories of individuals – highlighting their moments of realization, their feeling of empowerment, and the impact that it can have on their health," said Aaron Griffiths, Chief Creative Officer, Arnold Worldwide, New York. "23andMe is the only company doing what they do, which makes our responsibility that much greater. We're not just creating a new brand, we're defining a whole new category. They are an exciting and outstanding partner."
23andMe, Inc. is the leading personal genetics company dedicated
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