Short Straw Mailer
AstraZeneca
Issue 7 | July 2008
Agency
G2 – New Zealand
Creative Team
Stuart Hinds – Art Director;Duncan Blair – Copywriter
Production Team
David Black - Production Manager
Other Credits
Casey Fletcher – Account Director
Date
November 2007
Background
Arimidex, a drug for protecting against the recurrence of breast cancer, wanted to express to doctors that even though they were specialists in their field, there’s no way of knowing who is most at risk from cancer re-emerging, therefore it makes sense to treat all women the same. Prior to the campaign launching, Arimidex had had some very good press. Data had shown just how effective it was, but oncologists and nurses only considered it a treatment for their most at-risk patients. To give women recovering from breast cancer the best possible chance of avoiding a recurrence, AstraZeneca needed their audience to start thinking about Arimidex as a first line treatment for all risk factors.
Idea
A mailing using the simple act of drawing straws was sent to oncologists, demonstrating the fact that the diagnosis of the 'at risk' breast cancer patient is but a guessing game.
Results
As expected, there was a mixed reaction to the mailer. While many recipients commented that they liked the tactile approach, some oncologists felt uncomfortable about having their judgment challenged. As such, the mailing generated lots of conversation, helping to put Arimidex to the top of the recipient's mind.
Target Audience
Oncologists and breast care nurses.
Size
350 packs
Our Thoughts
This piece packs a weighty emotional punch. It grabs your attention in a second, describing the horribly arbitrary nature of breast cancer succinctly with the metaphor of the short straw. You are compelled to read on, and to learn how Arimidex can help. For me a perfect example of beside-the-line creativity. It is great advertising but it demands an immediate response.