NEW YORK, July 3, 2012 /PRNewswire/ -- The CementBloc's Grow Sole campaign for the Coore Foundation was awarded Best of Show for advertising to consumers at the IPA Best of Health Awards last week.
The IPA Best of Health Awards showcase and reward the best in creativity in healthcare advertising across all media. The CementBloc won one of two Best of Show awards out of a record 406 submissions (the other was for advertising to healthcare professionals). In addition to Best of Show, Grow Sole also received Bronze awards in the Consumer Out of Home and Consumer Mixed Media Campaign categories.
The IPA Best of Health Awards are recognized as the top creative advertising awards by healthcare advertising agencies, as they are the only awards given entirely by peers in the industry.
For the Grow Sole Project, the COORE Foundation and The CementBloc collaborated to encourage people to donate their gently used shoes of all sizes, which were in turn sent to girls and boys in developing countries. Shoes keep feet warm and dry, but they also help prevent infections and diseases such as tetanus and hookworm. As a result, boys and girls receiving these shoes can stay healthier and get to school more regularly.
"We are fortunate and thankful to have a client like Ann-Marie Coore, the founder of the Coore Foundation, who truly celebrates big ideas. Ann-Marie recognizes the need to let her partners do what they do best: be creative," said Elizabeth Elfenbein, Partner, Creative at The CementBloc, who led the effort to launch the campaign.
The Grow Sole campaign merged the idea of shoes with soulfulness in true "360" fashion, appearing on posters, print ads, postcards, and giant shoe donation bins around the world.
"It's incredibly exciting and gratifying to win the recognition of one's peers, especially in something as prestigious as the IPA Awards," said Elfenbein. "But the greatest satisfaction comes from seeing shoes go onto the feet of children who need them."
About The CementBloc: The CementBloc is a leading multichannel healthwellness creative agency based in New York. Founded in 2000 by Susan Miller Viray and Rico Viray, The CementBloc is also a founding member of Indigenus, an independent global network of entrepreneurial healthcare creative agencies.
SOURCE The CementBloc