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September 2007 - Strategy Magazine
Creative

Liver Foundation softens stigma

by Annette Bourdeau
page 22

There's nothing quite like cracking open a cold...tub of ice cream.

The latest campaign from the Toronto-based Canadian Liver Foundation includes a 30-second TV spot that spoofs beer ads, featuring people partying and indulging in sweets rather than drinking brews. It aims to raise awareness about fatty liver disease, which is brought on by unhealthy eating habits rather than excessive drinking. It's Toronto-based agency Clean Sheet's first effort for the foundation since winning the business.

"We've killed two birds with one stone - we've brought attention to fatty liver disease and at the same time addressed the stigma surrounding liver disease," says Neil McOstrich, founding partner at the agency, explaining why they opted to spoof beer commercials.

The campaign features the new "LIVERight" slogan, which aims to destigmatize liver disease while raising awareness about how to prevent it. "LIVERight is this philosophy - live in moderation, be aware... it's non-judgmental, it's positive," says McOstrich. "You only get so far scaring people."

Two print executions are a bit more serious and much more targeted. One aimed at moms features a child's growth chart that's horizontal rather than vertical, to symbolize childhood obesity. The other targets food aficionados, depicting a piece of broccoli held with a cleaning glove. The headline reads, "Some of the most effective cleaning products are kept in the fridge," while the copy goes on to explain that eating broccoli helps the body detoxify.

The print media plan wasn't finalized at press time; the TV began rolling out in late July.

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