The CementBloc named as finalist in 8 categories at the 2013 IPA Best of Health Awards

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May 28, 2013, 01:26 ET

NEW YORK, May 28, 2013 /PRNewswire/ -- The CementBloc's "Mr. Butt" campaign for Giazo and Girls Right of Way campaign for The Coore Foundation have been named as finalists for the upcoming IPA Best of Health Awards.

The IPA Best of Health Awards showcase and reward the best in creativity in healthcare advertising across all media. The "Mr. Butt" campaign is selected for 6 awards, including Healthcare Professional Mixed Media Campaign. Girls Right of Way has been selected for 2 awards, including Consumer Mixed Media Campaign. Specific awards will be announced at the IPA Best of Health Awards ceremony in London, England on June 27, 2013.

The announcement follows The CementBloc's success at last year's IPA ceremony in winning Best of Show Consumer for their work on the GROW SOLE project for Girls Right of Way.

The CementBloc helped launch Giazo with the "Mr. Butt" campaign, taking an unconventional approach to treating ulcerative colitis (UC) patients by focusing on a particular patient type: the challenging male patient. The campaign gives doctors and patients reasons to accept an unconventional treatment approach, ultimately building belief in GIAZO.

"'Mr Butt' is a great example of how bold strategic thinking can yield breakthrough work. We're delighted it has been recognized by our peers in what is widely acknowledged to be one of the most prestigious award shows in our industry," said Stephanie Berman, Partner, Creative at The CementBloc.

For The Coore Foundation, a small nonprofit dedicated to helping at-risk girls realize their potential, The CementBloc built a new brand: Girls Right of Way, or GROW. The agency team created an umbrella identity to bring together the foundation's various programs. The Girls Right of Way media campaign mixes traditional advertising, guerilla tactics, and social media to create a multichannel causal campaign.

"We are very excited and proud to be recognized at these awards. With both campaigns, our teams walked in their customers' shoes and created work that was bold, relevant, and built action," noted Elizabeth Elfenbein, Partner, Creative at The CementBloc.

About The CementBloc: The CementBloc is a leading multichannel healthwellness creative agency based in New York. Founded in 2000 by Susan Miller Viray and Rico Viray, The CementBloc is also a founding member of Indigenus, an independent global network of entrepreneurial healthcare creative agencies.

www.thecementbloc.com

SOURCE The CementBloc