Arimidex: Straws

Can you pick which of your breast cancer patients will have a recurrence?
There’s no way to predict which of your patients will have recurring breast cancer. So it makes sense to treat all patients as women with some risk. Versus tamoxifen, Arimidex can improve every patient's chance of staying disease free.

Advertising Agency: G2, Auckland, New Zealand
Creative Director / Art Director: Stuart Hinds
Copywriter: Duncan Blair
Released: September 2007

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3 comments

bknowlden's picture
bknowlden
3647 pencils

Nice device for a direct mail piece.

NatalieM's picture
NatalieM
1687 pencils

I understand what this piece is getting at, but I think it needed more development.

BigBrother's picture
BigBrother
94 pencils

let's remember this is prescription drug industry, full of restrictions and usually direct and dry. for a piece directed to doctors (with all the preconceptions that implies), I think it's pretty good. I can imagine the doctor interacting, getting the message, and acting upon it.

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