Wellman Clinic
As sensitive subjects go, this was certainly a touchy area. The following campaign was working directly with the client, who themselves were highly qualified doctors. So they were naturally even more risk aversive as a client (and that much more conservative with it). However, with a limited ad spend, these small space ads really needed to sing well. So given what can be a rather awkward topic of discussion, it seemed more positive and smarter to be bold and honestly upfront with the headlines. For such little space and media budget, it made sense to avoid skipping round the subject and instead take the matter full on. It was also a clever added touch to make each execution work and be themed well within its chosen media (like for example if there was a space available near a crossword in a newspaper). Coupled with some extra graphic art direction to help further grab attention, the resulting work proved to be highly efficient in both generating awareness and appointments.