Navigation Links
AbelsonTaylor Captures DTC Gold
Date:5/6/2008

Chicago Agency Caps 27 Years of Advertising Awards with 'Blue Ladies,' a Masterpiece of a Consumer Campaign to Promote Knee Replacements for Women

CHICAGO, May 6 /PRNewswire/ -- AbelsonTaylor, long known for its unorthodox-and highly creative-approach to healthcare advertising campaigns, scored top honors in the medical device category at the DTC National Advertising Awards on April 17. The awards ceremony was part of the DTC National Conference in Washington, D.C., and was attended by members of the pharmaceutical industry.

The winning campaign-described as a "masterpiece" in more ways than one -- was AbelsonTaylor's whimsical take on the Gender Solutions Knee replacement for Zimmer Holdings (NYSE: ZMH), the world's leading manufacturer of orthopedic devices. The fully integrated campaign -- which includes a website (genderknee.com), print, TV, radio, brochures, billboards, posters and more -- is designed to educate women age 50 to 70 about knee health and the importance of choosing the right device if replacement becomes necessary.

To create the campaign, AbelsonTaylor turned to New Yorker cartoonist R.O. Blechman, whose distinctive watercolors have graced the covers of the magazine for years. In the TV spot, two women roam around a museum, inspecting the limbs of statues, until they come to a masterpiece -- the Zimmer Gender Knee. The ladies are inspired and amazed at the difference this knee can make for women.

"The message is that not all knee replacements are the same," said Dale Taylor, CEO of AbelsonTaylor. "The Gender Knee, with its unique shape and size, is not unlike a work of art, making an art gallery the perfect setting for the marketing campaign. We want consumers to see that a medical device is not a commodity."

Zimmer, an 81-year-old company headquartered in Warsaw, Indiana, has done extensive research on gender differences in replacement joints. The strength of the Blue Ladies campaign lies in its ability to communicate the fact that women's knees are not just smaller than men's, they are actually shaped differently. The Zimmer Gender Solutions Knee is narrower and thinner than a man's, allowing it to move at a different angle and with less likelihood of causing pain.

Historically, the design of every major knee replacement system was based on an average of the anatomical dimensions of men's and women's knees, skewing toward men's. Already, women make up the majority of those who undergo knee replacement surgery. As Americans live longer, the numbers are expected to rise, with approximately 3.5 million knee replacements predicted by 2033.

Concurrent with its DTC Nationals win, AbelsonTaylor was named "Most Admired Agency of the Year" as well as "Most Feared" at the MANNY Awards, sponsored by MedAdNews and held in New York on April 17. The awards, honoring the "best and brightest" in health and medical advertising, are bestowed annually by industry peers.

AbelsonTaylor is the largest independent healthcare agency in the world. The winner of more than 150 awards in the past decade, its staff has quadrupled in size. Currently, the agency has more than 350 employees and a roster of 40 accounts, including some of the most powerful brands in history.

AbelsonTaylor's address is 33 West Monroe, Suite 600, Chicago, IL 60603. Phone: 312.894.5500. Fax: 312.894.5526, email: info@AbelsonTaylor.com, website: http://www.AbelsonTaylor.com.

Photo available upon request.

CONTACT: Julie Laitin (212) 286-2424 Cynthia Amorese (908) 665-8072

Email: jlaitin@julielaitin.com Email: camorese@comcast.net


'/>"/>
SOURCE AbelsonTaylor
Copyright©2008 PR Newswire.
All rights reserved

Post Your Comments:
*Name:
*Comment:
*Email:
(Date:6/23/2016)... CAMBRIDGE, Mass. , June 23, 2016 /PRNewswire/ ... the development of novel compounds designed to target ... compound, napabucasin, has been granted Orphan Drug Designation ... in the treatment of gastric cancer, including gastroesophageal ... cancer stemness inhibitor designed to inhibit cancer stemness ...
(Date:6/23/2016)... , June 23, 2016  The Prostate Cancer Foundation (PCF) ... precise treatments and faster cures for prostate cancer. Members of the Class of ... 15 countries. Read More About the Class of 2016 ... ... ...
(Date:6/23/2016)... (PRWEB) , ... June 23, 2016 , ... In a ... Hospital in Denmark detail how a patient who developed lymphedema after being treated for ... The results could change the paradigm for dealing with this debilitating, frequent side effect ...
(Date:6/23/2016)... ... June 23, 2016 , ... ClinCapture, the ... Convention Center and will showcase its product’s latest features from June 26 to ... a scientific poster on Disrupting Clinical Trials in The Cloud during the conference. ...
Breaking Biology Technology:
(Date:4/28/2016)... -- First quarter 2016:   , Revenues ... first quarter of 2015 The gross margin was 49% ... and the operating margin was 40% (-13) Earnings per ... from operations was SEK 249.9 M (21.2) , Outlook ... 7,000-8,500 M. The operating margin for 2016 is estimated ...
(Date:4/15/2016)... , April 15, 2016  A new partnership ... more accurate underwriting decisions in a fraction of ... competitively priced and high-value life insurance policies to ... With Force Diagnostics, rapid testing (A1C, ... data readings (blood pressure, weight, pulse, BMI, and ...
(Date:3/31/2016)... 31, 2016   ... the "Company") LegacyXChange is excited to release ... soon to be launched online site for trading 100% ... ) will also provide potential shareholders a sense of ... to an industry that is notorious for fraud. The ...
Breaking Biology News(10 mins):