Monday, July 31, 2006

Anxiety awareness week.

The National Phobics Society is the leading charity helping sufferers with Obsessive Compulsive Disorder(OCD). This year, they couldn't afford an advertising campaign. So, they set out to achieve their aims by generating media interest in their activities. They focussed media attention on the Press Launch of "National Anxiety Awareness Week." To do so, they targeted journalists in broadcasting, national newspapers and magazines specialising in Health and Lifestyle issues For example: one mailing contained a word processor keyboard with the invitation to write an article about OCD. On closer inspection, the keyboard's keys had all been rearranged to be in perfect alphabetical order (a very common form of OCD). For another mailing, they tracked down the last article the journalist had written and returned it to them having filled in every single letter 'O' and 'o'. (Another common compulsion for OCD sufferers).

Agency: Harrison Troughton Wunderman, United Kingdom.