The Reeve Foundation debuts new national ad campaign giving consumers a look into the world of paralysis
SHORT HILLS, N.J., Nov. 3 /PRNewswire/ — The Christopher & Dana Reeve Foundation has announced the launch of its first-ever national advertising campaign. The campaign presents an edgier side of the Reeve Foundation, by giving the public a perspective of what life is like through the eyes of someone living with paralysis. The provocative print and online ads were designed to evoke emotion by conveying the message that paralysis can happen to anyone at anytime without warning — unlike many diseases, there are no screening or prevention methods for paralysis.
The pro-bono campaign was created through a collaboration of Omnicom Group companies including BBDO, PHD, MMI, Atmosphere BBDO, DesignWorks at BBDO, EyeWonder and Outdoor Media Alliance. In addition to the ad campaign, the Reeve Foundation will also unveil a revitalized brand identity, which includes a new logo and tagline — Today’s Care. Tomorrow’s Cure. The new tagline and logo reinforce the Reeve Foundation’s commitment to both care and cure for the paralysis community. This can be seen in the new logo — twin flames wrapped in a single enduring fire, representing the burning passion of care and cure by founders, Christopher and Dana Reeve.
“Going into this endeavor, we knew the campaign would need to be special, anything less would not do justice to the monumental inspiration Christopher and Dana Reeve gave to the world,” said John Osborn, CEO of BBDO. “The result is an ad platform that gives consumers a realistic look into what it’s like to be living with paralysis. We’re confident that this campaign will ensure Christopher and Dana’s hard work as it continues to reach new heights.”
“The launch of this campaign marks a new chapter for the Reeve Foundation,” said Peter Wilderotter, president and CEO of the Christopher & Dana Reeve Foundation. “As the Foundation continues to evolve, we needed a campaign that would broaden the support of the Reeve Foundation while continuing to honor the integrity of our founders. Omnicom Group truly understood our vision and created the perfect campaign.”
The new ad campaign’s launch coincides with Spinal Cord Injury Awareness Month (September) and can be seen in New York City, Los Angeles, Chicago, Philadelphia, Boston and San Francisco, as well as in top-tier national and online outlets. Plans for a full scale campaign, featuring television and radio advertising, are also being explored.
About the Christopher & Dana Reeve Foundation
The Christopher & Dana Reeve Foundation is dedicated to curing spinal cord injury by funding innovative research and to improving the quality of life for people living with paralysis through grants, information and advocacy. For more information on the Reeve Foundation’s International Research Consortium on Spinal Cord Injury and its eight laboratories, visit www.ChristopherReeve.org/Consortium.
SOURCE Christopher & Dana Reeve Foundation
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