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MedicAlert Foundation Canada conducts campaign
By Adnews Staff
The Toronto-based MedicAlert Foundation Canada has begun a new television advertising campaign intended to raise awareness of its brand and its services. Developed by Stephen Thomas of Toronto, the campaign consists 15-and 30-second executions which dramatize how wearing a MedicAlert bracelet or necklace can ensure a person receives proper medical treatment. The campaign uses the tagline, "One word stands between life and death. MedicAlert."
"We're bringing the MedicAlert value proposition and brand to life through relatable and emotive stories told in this PSA," said Bryan Tenenhouse, chief creative officer at the agency. "There were two main objectives for the PSA. First, convey the fact that when people can't speak for themselves because of a medical emergency, MedicAlert speaks for them. Second, it was important to communicate some of the benefits MedicAlert offers that are different from the competition."