ESPN Launches Campaign Urging Male Viewers To Seek Health Care
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Greenberg (l) And Golic Participating
In Health Care Ad Campaign |
ESPN this week is launching a PSA campaign that "urges fans to seek preventive medical tests," according to Jane Levere of the N.Y. TIMES. The campaign, created pro bono by Wieden & Kennedy, N.Y., features ESPN personalities encouraging men to "take as much interest in their own health as they do in that of star athletes." The campaign is part of a "continuing joint effort" between the Advertising Council and the Department of Health & Human Service's Agency for Healthcare Research & Quality (AHRQ), which is "intended to make adults more attentive to health care." Advertising Council Exec VP & Dir of Client Services Priscilla Natkins: "We approached ESPN on behalf of AHRQ, because we knew their core target audience was absolutely appropriate." ESPN Senior Dir of Marketing Seth Ader: "When this came around, we felt initially we could make a difference. The AHRQ target is right in the bull's-eye of the ESPN target, men in their 30s, 40s and 50s." The campaign, which includes TV, radio, print and digital, features ESPN's Mike Golic, Mike Greenberg, Stuart Scott, Jim Rome, Tony Reali, and "Around the Horn" contributers Chicago Sun-Times columnist Jay Mariotti and Denver Post columnist Woody Paige. Wieden & Kennedy Account Dir Rich Weinstein said that the personalities were chosen because "they were the same age as the men for whom it was created" (N.Y. TIMES, 5/5).
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