The CementBloc Wins Two Silver Awards at the 2012 DTC National Advertising Awards

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Apr 16, 2012, 06:03 ET

NEW YORK, April 16, 2012 /PRNewswire/ -- The CementBloc was awarded Silver Awards for Best Integrated Campaign and Best Disease Education Campaign at the annual DTC National Advertising Awards on April 13, 2012, in Washington, DC.

Both awards were given in recognition of the agency's work for Celgene on the Pledge to Fight Forward campaign. The innovative multichannel initiative includes a website, a sales force video, tear pads, postcards, and banner ads that are used collectively to provide disease education and encourage an optimistic attitude in metastatic breast cancer patients and their caregivers.

The centerpiece of the campaign is a website that doubles as an online community. Through the site, visitors are able to pledge to keep an optimistic spirit by sending e-cards with inspirational words to those touched by the illness, while tracking the pledge rates of others around the country geographically. By pledging to share, pledging to send a card, and seeing who else has pledged, the Fight Forward website connects patients and challenges the misperceptions about how patients live and cope with metastatic breast cancer.

"The Pledge to Fight Forward campaign demonstrates our commitment to developing relevant and unique DTC and patient education," said Elizabeth Elfenbein, Partner, Creative, at The CementBloc. "The most rewarding thing about creating the Pledge to Fight Forward multichannel initiative is that we were able to build community and a cause in an underserved one."

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