Challenge
The Carolinas Center for Medical Excellence (CCME) is a non-profit physician-sponsored organization that has worked to improve the quality of healthcare provided to North and South Carolina citizens since 1983. The organization has partnered with the Justice-Warren Heart Disease and Stroke Prevention Task Force and the North Carolina Heart Disease & Stroke Prevention (HDSP) Program on a broad public awareness campaign aimed at increasing stroke prevention throughout the Carolinas. CCME partnered with Contrast Creative to produce a 30-second public service announcement (PSA) that served as the centerpiece of this campaign. Contrast Creative began by creating concepts that were developed into scripted storyboards, and reviewed by a series of focus groups.
Results
The spot began airing throughout North and South Carolina during National Stroke Awareness Month and quickly began educating the public about the warning symptoms of a stroke. The commercial has garnered several marketing and advertising awards, and is now a part of the “Start With Your Heart” campaign webpage.