Working with the Leadership Raleigh program of the Greater Raleigh Chamber of Commerce, MicroMass volunteers developed the Healing Place campaign to educate local residents, merchants, and shoppers about the program's mission, record of success, and ongoing need for support. Elements of the campaign, which uses dramatic black and white photography to tell the stories of three distinctly different people affected by homelessness and substance abuse, include three newspaper ads, three posters, and a brochure, window cling and logo.
The ADDY Awards is a three-tiered competition sponsored by the American Advertising Federation (AAF) through its 200 local clubs and 15 district associations. In local competition, sponsored by the Raleigh, Durham, Cary and Chapel Hill chapter of the AAF, the Healing Place campaign won three gold ADDYs in public service categories plus a bronze for the program logo.
At the district competition, vying against entries from North Carolina, South Carolina and Virginia, the campaign won a silver award in the category of Public Service, Mixed Media. This win advanced the campaign entry into the national ADDY Awards, which will be judged in June.
Another MicroMass campaign, created to facilitate conversations between patients and their doctors about the potential health risks associated with multiple blood transfusions, also won recognition in the local ADDY competition. Sponsored by Novartis and titled "Be Transfusion Smart; Be Iron Smart," the campaign received both a gold and silver award in public service categories plus a bronze for the campaign logo.
"An ADDY is one of advertising's highest tributes, and we're truly honored to receive these awards," said Jamie Cobb, executive creative director of MicroMass.
"Motivating positive behavior change is our agency's greatest strength, so it's especially gratifying to have two of our public education programs recognized."
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