Client Spotlight: HOACNY

By Gail Cowley, Executive VP
09/18/2011

Nearly a year ago, Cowley Associates was approached by HOA to promote their CyberKnife used in the treatment of prostate cancer. The challenge: to target male audiences and raise awareness of the benefits associated with the faster, more precise treatment made possible by the CyberKnife.

After performing the requisite research and creative, we developed the campaign, “Because I have better things to do,” drawing on the idea that a quick, effective, precise cancer treatment is especially valuable because it allows you do spend your time doing what you love. That left us with the question of placement. Where could we find a captive all male audience? Why, in the restroom of course (after all, the prostate and the kidneys are practically neighbors)! With that in mind, we scoured the city for a well-kept, high-traffic men’s room that would allow us to reach as many people as possible with our client’s message, finally settling on the Dome at Syracuse University. Before the HOA campaign no one had advertised in the restrooms at the Dome—but after several discussions with the marketing office Cowley Associates was able to secure the placement for an entire year. The campaign was an immediate success; it garnered much awareness and continues to position HOA as a leading cancer center in this region. This year, we’ve created a new campaign centered on the slogan: “Cancer, it’s what we do, it’s who we are, it’s what we live for” and expanded the placement to include the women’s restrooms at the Dome. Check out the campaign the next time you’re on the hill, and let us know what you think!

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