The CementBloc Wins Gold and Silver for Consumer Creative Work at 2011 Medical Marketing & Media Awards

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Oct 17, 2011, 08:07 ET

NEW YORK, Oct. 17, 2011 /PRNewswire/ -- The CementBloc received the Gold Award for Best Overall Consumer Print Campaign and the Silver Award for Best Interactive Initiative for Consumers at the annual Medical Marketing & Media Awards on October 11, 2011, in New York City.

The Gold Award was given in recognition of the agency's work for Novartis Vaccines on the Menveo (meningococcal vaccine) Fresh Rhymes campaign. The innovative campaign was designed to increase the relevance of meningococcal meningitis to parents by introducing everyday risks (sharing water bottles or lip gloss, kissing, etc.) and connecting these everyday behaviors to the idea that their child is at risk for this very serious and potentially deadly disease, while emphasizing vaccination as the best way to help protect their child.

"The Fresh Rhymes campaign proves that walking in the shoes of the customer is the key to developing effective healthcare advertising," said Elizabeth Elfenbein, Partner, Creative, at The CementBloc. "The breakthrough visuals and updated nursery rhymes resonated with parents and teens, as well as healthcare providers, demonstrating the strength of our convergent branding process."

The agency also received the Silver Award for the groundbreaking metastatic breast cancer social media website Share the Little Things, which was originally funded by Abraxis BioScience. "The centerpiece of the campaign is a website that gives voice to the metastatic breast cancer community by allowing visitors to post a story, a photo, a piece of art—anything that pays tribute to living and coping with metastatic breast cancer," said Elfenbein.

The site generated over 32,000 high-quality visits, logged 125,000 total pages of content viewed, and recorded over 25,000 "shares" to date from visitors via e-mail, Facebook, and Twitter.

About The CementBloc: The CementBloc is a leading multichannel health and wellness 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.

http://www.thecementbloc.com

SOURCE The CementBloc