Local mental health campaign earns international award
A Windsor marketing firm has captured international recognition for its work in developing the Sole Focus Project for the local Canadian Mental Health Association.
Douglas Marketing Group has been honoured with an Aster Award and received a prestigious Gold Award for creation of the local mental health campaign launched in February with a $500,000 fundraising goal.
Recognition came in the total advertising category which includes online presentation, tool kits, brochures, photography and the campaign itself.
The Aster Awards annually attract over 3,000 entries from the U.S., Canada and around the world. Only the top five per cent of entrants receive a gold award.
The Sole Focus Project was developed to create a unique and eyecatching way to gain support for CMHA’s local fundraising effort.
“It is one of the most prestigious health care advertising awards,” said Liz Farano, vice president and creative director for Douglas Marketing Group. “The award recognizes all of the campaign’s moving pieces.”
It is the second time the company has been honoured with an Aster award, the last time being in 2012 for development of the In Your Jeans fundraising campaign for the Windsor and Essex County Cancer Centre Foundation to improve care and equipment in treating prostate cancer.
“It’s very significant for us. We do a lot of things in the community related to health issues and health systems,” Farano said. “We feel we are experts in the field, and this is another accolade to show we are specialists.”
As part of the award, the company will be recognized in an upcoming issue of Marketing Health Care Today magazine.
“The project and communications partnerships have been well received and we are well on our way to raise the targeted $500,000,” said Kim Willis, the Canadian Mental Health Association’s director of communications.
“We’ve managed to bring together many members of Windsor Essex from all walks of life to join us in leading the discussion to put mental wellness front and centre.”
Farano said the idea for the Sole Focus Project strangely began when she was stuck in I-94 freeway traffic in the Detroit area and noticed a large shoe on a Reebok transport truck.
“It sparked an idea,” she said. “I did some research on mental health and wanted to integrate shoes in some fashion.”
She created the concept of the sole of the foot being connected to your mental soul. She also tied in the concept of sole meaning one focus.
For more information on the Canadian Mental Health Association’s Sole Focus Project, visit online at www.solefocusproject.ca.