Celbrea, a new device and app, helps women early detect breast cancer using thermography.
The target was OBGyn doctors, who would then recommend to their patients, in conjunction with their yearly mammograms.
We developed a social media campaign that talked to women about, literally, getting to know their breasts.
Creative Director/Copywriter: Dawn McCarthy
Pfizer asked us to create a memorable campaign for their updated vaccine to prevent Invasive Pneumococcal Disease in children and babies. We needed to communicate that saliva transmits the disease, and Prevnar20 can help prevent it. We landed on Oh Spit!
We added engaging extensions into the campaign like cling stickers with QR code for more detailed info on the vaccine, that could be placed everywhere that babies swap spit. We even designed a line of bacterial stuffies to be distributed at pediatricians offices to give to families who received their vaccination.
CD/AD: Dawn McCarthy CD/CW: Paula Dombrow Agency: Digitas Health
We were tasked with communicating directly with community hospital Oncologists who treat Multiple Myeloma, a complex and incurable type of blood cancer. These doctors have a bond with their patients that runs deep, and often runs for many years, sometimes decades.
And while their bonds may be unbreakable, up until now, in order to give their patients the best treatment options, they needed to send them elsewhere for it.
Pfizer is introducing a novel class of bcma-directed therapy much easier to administer in a local hospital setting, revolutionizing the future of RRMM treatment and allowing these doctors to Continue Being the One. A breakthrough for an unbreakable bond.
Creative Directors/Creatives: Dawn McCarthy & Paula Dombrow
At Mayo Clinic’s in-house Partnerships group, we ideated and created a variety of NBA Timberwolves partnership-based projects.
We took over the scoreboard at Target Center and created a double-helix sculpture installation in the Atrium space.
A virtual mobile Town-Hall bus provided a meeting place for the community to come together with Mayo Clinic experts and Timberwolves ambassadors
We created three-way partnerships with Fitbit, Under Armour and Timberwolves, and Timberwolves players helped in delivering at-home care plans.
We redesigned the Rochester Airport, the starting spot of the journey to better health for so many patients arriving to Mayo Clinic for treatment.
CD/CW: Dawn McCarthy Designer: Denise M. Otteson | Marnie Habberstad | Hilary Woods
Tasked with rebranding Susan G. Komen, we put the power of the breast back where it belongs, with the women who own them. We created a new kind of movement where everyone can bare their breasts together.
We created a mobile app which creates abstract artwork of each user’s breasts. The artwork is printed on race t-shirts at the Komen events. Personalized artwork becomes Facebook badges. Customized merchandize using the original artwork is sold via the app and an on-line auction to raise money for the cure.
A Youtube channel, “BoobTube”, features famous female comedians like Tina Fey and Melissa McCarthy, in animated form, doing self-breast exams.
We evolved the pink ribbon into a pink lighting bolt.
AD: Dawn McCarthy CW: Paula Dombrow Agency: Possible
Mayo Clinic was rebranding with a new brief: There’s nothing more important than having an answer when you’re ill, and Mayo Clinic provides those answers unlike anyone else.
CDs: Dawn McCarthy & Eric Sorensen
Ambetter, the leading health care provider on the Marketplace, asked us to create a campaign that showed that they have a plan to fit everyone’s needs.
AD/CW: Dawn McCarthy CW: Riley Kane Agency: HLK