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Author

LERMA

We are hardcore anthropologists and technophiles. We live on the forefront of culture and technology not because we have to, but because it’s in our DNA. It is this insatiable appetite for what’s next that shapes everything we do from traditional to digital.




Advertising
LERMA/ Launches Salvation Army ‘Love Beyond’ Campaign This Valentine’s Day
LERMA Posted On February 14, 2022


This Valentine’s Day, The Salvation Army is launching a new campaign that puts love above all else. It honors our country’s hardest working families with the dignity they deserve and calls all of us to love each other beyond the most difficult situations.

LERMA/ is leading strategy, creative, and media; and partner agency Genuine Article will be leading the public relations efforts. The National “Love Beyond” campaign will launch on the day most synonymous with Love – Valentine’s Day – with new broadcast creative including “Love,” an anthem spot, as well as additional spots specific to The Salvation Army’s hunger relief, shelter, and bill assistance services. The National campaign will launch with paid social, streaming video, and branded content, with broadcast and influencer support going live later in the year as the Christmas fundraising season approaches. 

Accompanying the creative and to kick off the campaign, is an activation in four high-traffic areas across the United States. At Love Field airport in Dallas, 30 Rock in New York City, Mall of America in Minneapolis, and Alderwood Mall in Seattle, The Salvation Army will invite people to open the “best Valentine’s present you could ever receive” via an interactive 10’x10’ present showcasing how donors, along with The Salvation Army, love their neighbors in each of the communities and nationwide.


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Advertising
LERMA/ to Host Virtual Panel Discussion to Explore “Is Your Brand Faking It?” | Join Discussion September 3rd
LERMA Posted On September 1, 2020


Young people to discuss brands and their roles in multicultural America 

ABOUT: Many companies are expressing their intentions to make diversity and inclusion part  of their brands. Some are even becoming social activists. But is it making a real difference in their DNA? Consumers can tell whether or not brands are being authentic. You’re invited to join LERMA/, a next-generation communications agency dedicated to creating disruptive and impactful content for multicultural America, for a real-time virtual panel discussion about this topic. During this virtual discussion, LERMA/ will facilitate a discussion with young people who will talk about brands and their roles in a multicultural America and tell us whether or not they believe that brands have a long-term plan to make diversity and
inclusion part of their efforts.

WHO:
Trey Green
—Digital Strategist at The Richards Group
Chase Hall—SMU Student and Freelance Photographer
Alex Hinojosa—Art Director at Commerce House
Nora Rahimian—Creative Consultant and VP at INTL BLK|
Carlos Sierra—Originally from Mexico and currently developing a business venture
Moderator: Pete Lerma, founder of LERMA/

WHEN:
Thursday, Sept. 3 at 3 p.m. ET

REGISTER: http://bit.ly/BrandsFaking_Publishers

About LERMA/
LERMA/ is a Next Generation communications agency that is at the forefront of business trends, technological advancement, and consumers’ ever-changing relationship to brands. For the past 10 years the agency has made clients and their brands win in the U.S. marketplace by uncovering untapped business opportunities, establishing meaningful connections, and developing creative that is loud and clear. That is, creating meaningful communications that disrupt convention and have a clear and relevant message for consumers. The agency’s work includes award-winning campaigns for clients such as Keurig Dr Pepper, The Home Depot, The American Red Cross, BanCoppel, Ocean Spray and Southwest Airlines, among others. In recent months, LERMA/ has expanded its suite of services to include InclusiVista, a Diversity & Inclusion practice dedicated to guide clients through the profound and lasting social changes taking place across the globe.


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Advertising
LERMA/ Launches Venture Fund with TXV Partners to Support Minority Entrepreneurs
LERMA Posted On September 1, 2020


Next-generation communications agency and ground-breaking venture fund seek to empower new economy growth companies in underserved communities 


LERMA/, a next-generation communications agency dedicated to creating content for the Hispanic and multicultural marketplace, announced its alliance with TXV Partners. The goal of the partnership is to identify, counsel and invest in Black and Hispanic startup firms in a wide range of categories. This venture represents a shared conviction by both companies that funding firms in underrepresented communities will bring about more diverse, inclusive and technologically savvy societies across the USA and Latin America.

TXV Partners was founded in 2019 and aims to fill the need for diversity in the venture capital (VC) arena, a space in which less than 3.5% of all VC in the country are Black or Hispanic owned and/or focused. As TXV Founding Partner Brandon Allen stated, “Minority-owned firms have a uniquely catalytic effect in creating opportunity for under-represented populations. Joining forces with LERMA/, we will be able to magnify our ability to build markets with and in minority communities, creating value. This represents a great hope for the companies we fund, as well as for the communities they serve.”

Founded 11 years ago, LERMA/ has championed social issues and has created powerful campaigns in this arena. Examples of this work include the PR x PR campaign that promotes awareness and fundraising for Puerto Rico’s continued efforts of reconstruction after Hurricane Maria. The agency also created the #BeGolden campaign on behalf of the Catholic Charities of Dallas, which is an effort focused on the human part of the immigration debate. More recently, the agency launched its Stop Gun Violence campaign, which is a multi-media effort funded by the agency itself to promote awareness of the horror and social devastation that this type of violence inflicts on communities across the nation.

These agency initiatives have a common denominator that Pete Lerma, Founder and Principal, has vehemently professed, “It is our social responsibility to provide a voice for the individuals and social groups that are more vulnerable and that have systematically been marginalized in this country.”

Adding to this, TXV’s Co-Founding Partner, Marcus Stroud stated, “We are truly fired up to partner with one of the most reputable multicultural agencies in the country. We share a vision to help inclusivity and diversity be the norm for enterprises of all sizes, and to tackle this in the United States, in Latin America and other booming global markets where opportunity arises.”

Pete Lerma emphasized, “We read and hear about so many agencies and holding companies talking about their future plans regarding diversity and social equality. We prefer to do rather than to talk. The time for change is now. And the change cannot be gradual. It has to be decisive and transformative.”

About LERMA/
LERMA/ is a Next Generation communications agency that is at the forefront of business trends, technological advancement, and consumers’ ever-changing relationship to brands. For the past 10 years the agency has made clients and their brands win in the U.S. marketplace by uncovering untapped business opportunities, establishing meaningful connections, and developing creative that is loud and clear. That is, creating meaningful communications that disrupt convention and have a clear and relevant message for consumers. The agency’s work includes award-winning campaigns for clients such as Keurig Dr Pepper, The Home Depot, The American Red Cross, BanCoppel, Ocean Spray and Southwest Airlines, among others.

In recent months, LERMA/ has expanded its suite of services to include InclusiVista, a Diversity & Inclusion practice dedicated to guide clients through the profound and lasting social changes taking place across the globe.

About TXV Partners
TXV Partners is a minority-owned firm that is purposefully planned and built to harness the formidable power of diversity to create differentiated returns on investment.

By having a focus on diversity and, from inception, having a diverse organizational make-up in its leadership team, the firm will invest in founders of new economy companies that understand the value of leveraging diverse social and economic realities. Every company under the TXV fund will share a commitment to bridging the gap between underserved entrepreneurs and their communities, and will seek financial returns derived from social equality and opportunity.

For more information visit https://txv.partners/


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Advertising
Register for LERMA’s Webinar “The Big Reset. Diversity & Inclusion From Today On” | June 25th
LERMA Posted On June 23, 2020



Brand experts will talk about how COVID-19 and social justice initiatives have influenced them and their partner agencies’ diversity and inclusion efforts. Join these industry leaders to get a glimpse of what is to come and how brands are taking action to adapt to the current events that we have witnessed in the last couple of months.

Register Here.


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Advertising  / Dallas Shining Stars
American Advertising Federation Selects LERMA/’s Salma Gottfried as One of 2020’s Top Women in Dallas Advertising and Marketing
LERMA Posted On June 17, 2020


Gottfried exemplifies creative innovation, client service and mentorship

 


LERMA/ is excited to announce that the American Advertising Federation (AAF) Dallas has chosen Salma Gottfried as one of the 2020 Shining Stars in Advertising and Marketing. Gottfried is the principal of Brand Management at LERMA/, a Dallas-based next-generation communications agency dedicated to creating disruptive and impactful content for multicultural America.

AAF Dallas hosts the fourth annual Shining Stars awards program honors top women in Dallas advertising. The program recognizes Dallas women who are producing thought-provoking and innovative work, breaking through barriers to create something new, or forging partnerships that drive growth. The Shining Stars, who include community leaders, C-Suite executives, co-founders, executive VPs, strategic masterminds and media mavens, are breaking glass ceilings and elevating the Dallas advertising and marketing community to new heights.

Gottfried is a leader in the industry with tremendous expertise and insights, having worked with a broad range of the most iconic brands including Procter & Gamble, JCPenney, Gillette, Gatorade, Quaker, Pepsi, The Home Depot, Keurig Dr Pepper, Lay’s, AT&T, Hyundai and Radio Shack. She has embraced the digital revolution and sets an example for others to follow. Throughout her career, she has cultivated top advertising talent in the Dallas Market by working with them hand-in-hand to service blue chip clients. She’s been particularly mindful of mentoring top female advertising talent to push the boundaries for client success. Salma consistently delivers results for clients and the agency. Most notably, her contributions to The Home Depot efforts have been key in the retailer adopting more multicultural communications, including efforts by the brand to be more authentically reflective of its own customer base.

“Salma possesses the creativity, leadership, mentorship and curiosity that have earned her great respect and successes in the industry,” said Pete Lerma, LERMA/ founder and principal. “On behalf of the entire LERMA/ team, we congratulate her for this recognition and feel lucky to work with such an inspiring professional and person as Salma.”

“It’s an honor to be recognized among this impressive group of women in advertising and marketing,” said Salma Gottfried, principal of Brand Management at LERMA/,  “and to work every day with the talented teams at LERMA/ as well as our exceptional clients.”

Gottfried, along with the other 19 Shining Stars, will be honored at a formal gala on September 3 at The House of Blues. The gala will follow all COVID-19 social distanced guidelines for gatherings. AAF Dallas Board of Directors reviewed all Shining Star nominations and presented them to a panel of judges comprised of members of the AAF District and National organizations.

About LERMA/
LERMA/ is a Next Generation communications agency that is at the forefront of business trends, technological advancement, and consumer’s ever-changing relationship to brands. For the past 10 years the agency has made clients and their brands win in the U.S. marketplace by uncovering untapped business opportunities, establishing meaningful connections, and developing creative that is loud and clear. That is, creating meaningful communications that disrupt convention and have a clear and relevant message for consumers. The agency’s work includes award-winning campaigns for Keurig Dr Pepper, The Home Depot, BanCoppel, Ocean Spray and Southwest Airlines.


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Advertising
LERMA Wins Silver REGGIE for Avocados From Mexico Campaign
LERMA Posted On May 19, 2020


Association of National Advertisers REGGIE award recognizes best brand activation marketing campaigns

LERMA, a Dallas-based next-generation communications agency dedicated to creating disruptive and impactful content for multicultural America, is proud to announce the agency is the recipient of the Silver REGGIE Award for the Avocados From Mexico (AFM) Campaign for their innovative use of marketing technology. LERMA collaborated on the campaign with 270B, another exceptional digital ad agency. A total of 69 gold, silver and bronze awards were presented to top agencies and brands for the best brand activation marketing campaigns of 2019 across 23 different categories.

LERMA and 270B earned the recognition for the 2019 Super Bowl Digital Activation “Anything For Avos” that included an integration of IBM Watson Artificial Intelligence within the marketing campaign.

The 2020 REGGIE Award Winners were announced on May 15 at an exclusive virtual event attended by hundreds of industry marketers. Since 1983, the REGGIE Awards have been the premier industry awards program recognizing the best brand activation marketing campaigns activated by brands and agencies.

Achieving a REGGIE Award signifies powerful work selected by a jury of more than 200 industry leaders as a best-in-class example of Brand Activation—marketing that both builds a brand’s image and drives a specific consumer action through one or more of six identifiable disciplines. These disciplines help bring a brand to life by connecting and interacting with the consumer on a personal level.

Aldo Quevedo, Principal Creative Director at LERMA, stated,  “The idea behind this campaign was that humans would do anything for an avocado. So dogs are training their humans to do their favorite trick, including adopting them! We partnered with AdoptApet.com and used IBM Watson to match the type of dog to their prospective owners based on preference and lifestyle, down to the zip code.

“Watch the case study and how  we used IBM’s Watson…

“Avocados From Mexico tries to incorporate a component of doing good for the community, so in this case aside of partnering with AdoptApet.com, the brand also supported the Canine Companions for Independence organization.

“We are so proud of this work especially, because it combined a great idea that also moved the needle for our client, as it garnered over 4 billion impressions, #AvocadosFromMexico was the most used hashtag during the Super Bowl, and more importantly purchase consideration for the brand increased, even months after the game.

“We are thrilled to receive this recognition from the ANA. Winning a Silver REGGIE for Innovative use of Marketing Technology shows us we’re on the right path, balancing ideas and great results for our clients. We couldn’t be more excited!” 

About LERMA
LERMA is a Next Generation communications agency that is at the forefront of business trends, technological advancement, and consumer’s ever-changing relationship to brands. For the past 10 years the agency has made clients and their brands win in the U.S. marketplace by uncovering untapped business opportunities, establishing meaningful connections, and developing creative that is loud and clear. That is, creating meaningful communications that disrupt convention and have a clear and relevant message for consumers. The agency’s work includes award-winning campaigns for Keurig Dr Pepper, The Home Depot, BanCoppel, Ocean Spray and Southwest Airlines.


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Coronavirus  / Multi-cultural
The 2020 Pandemic: U.S. Hispanic Impact | Download this White Paper From LERMA
LERMA Posted On April 13, 2020



Similar to most people, COVID-19 took Hispanics by surprise, impacting the very core of Americans’ daily lives. Yet, unlike most people, Hispanics are most likely to be even more negatively impacted by COVID-19 as seen through their higher number of pay cuts and job losses as well as their lower access to healthcare, lack of health insurance, minimal access to in-language information, and beyond. While the world works together to slow the spread of the virus, brands, government officials, advocacy groups, and community members have many opportunities to lend a helping hand, even from a distance, to more directly help Hispanics both now and in the coming months.

Quim Gil, Principal & Brand Planning for LERMA, stated, “The real disease here is social inequality. Hispanics are being laid off from their jobs at remarkably high rates. Those who haven’t lost their jobs work in industries that make working from home impossible, forcing them to fight the virus on the front lines. COVID-19 is a national emergency, but Hispanics should be the priority. As social agents with resources and influence, brands need to take action. That means not cutting the conversation with them, but also actually helping the community. Facts before words. Our research and report prove that this is not just a moral obligation; it is also a wise business decision that will be rewarded with substantial sales and loyalty increases. I encourage brands to stand up for Hispanics. Do it for greed, or do it because it’s the right thing to do; but please go ahead and do it.”

The 2020 Pandemic: U.S. Hispanic Impact. This report provides an overview of the effects that COVID-19 is specifically having among Hispanics and other ethnic minority groups. More importantly, the paper outlines how immediate targeted marketing opportunities among multicultural consumers during this time of crisis can help ensure brands are able to rebound as the economy recovers.

Download the white paper here.


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Awards  / Multi-cultural
Creative Agency Veteran Pete Lerma to Receive Inaugural Mosaic Champion Award for Diversity and Inclusion Efforts
LERMA Posted On March 17, 2020


American Advertising Federation’s 10th District to recognize Lerma’s impact in the advertising community


LERMA is proud to announce that the American Advertising Federation’s 10th District has selected Pete Lerma as a Mosaic Champion Award recipient. Lerma is the founder and principal of LERMA, a Dallas-based next-generation communications agency dedicated to creating disruptive and impactful content for multicultural America.

The inaugural District 10 Mosaic Awards recognize individuals, companies and agencies within Arkansas, Louisiana, Oklahoma, and Texas whose commitment to diversity and inclusion is evident through their creative work and organization-wide initiatives. The 2020 awards ceremony will take place on Friday, April 17 at the Oklahoma City Museum of Art. Lerma will be honored on stage and featured in a special program for the event.

Lerma will be recognized for his success increasing awareness of social issues and fostering diversity and inclusion within the advertising industry—and beyond. He has led his team’s efforts to create campaigns that promote compassion towards immigrants, encourage Americans to take action against gun violence, and raise awareness as well as financial support for Puerto Rico’s continued reconstruction efforts—to name a few. He also supports the Home Depot Foundation, a LERMA client, in a very actionable way, building cinder block foundations, painting, landscaping, etc.—all to better the lives of U.S. veterans who have made enormous sacrifices for the country.

Lerma’s clients describe him as someone who, “has made a career looking toward the future, but has no problem reaching back to lend a helping hand.”

“America is a great nation, made strong by the coming together of people to celebrate diversity and cultures,” said Lerma. “I truly am honored to be named a Mosaic Award winner, and I celebrate this recognition with my entire agency team. At LERMA ‘diversity and inclusion’ are not just buzzwords. We welcome and celebrate the diversity of our team and clients, who bring with them diversity in points of view, problem-solving styles and beliefs. This type of thinking is our core business.”

Lerma’s career began at a small ad agency in Wichita Falls, TX. He then moved to Dallas and joined Click Here, The Richards Group’s digital division, where he focused on digital marketing. More than 10 years later, he and Stan Richards launched Richards/Lerma to specialize in Hispanic marketing, which recently rebranded to LERMA. While leading LERMA, he has brought his vision of the next-generation agency to life, embracing change. His vision has pushed the agency to defy labels and constantly pioneer how brands connect with their customers, working with clients including Avocados From Mexico, Dr Pepper, Metroby T-Mobile, The Home Depot and Southwest Airlines.

Lerma’s work in the community extends to serving on the boards of the United Way of Metropolitan Dallas, Booker T. Washington High School for the Visual and Performing Arts, Big Brothers & Big Sisters International and the Culture Marketing Council. He also chairs the annual Latino fundraiser for St. Jude Children’s Research Hospital, and serves on the Refugee Services Task Force for Catholic Charities.

About LERMA
LERMA is a Next Generation communications agency that is at the forefront of business trends, technological advancement, and consumer’s ever-changing relationship to brands. For the past 10 years the agency has made clients and their brands win in the U.S. marketplace by uncovering untapped business opportunities, establishing meaningful connections, and developing creative that is loud and clear. That is, creating meaningful communications that disrupt convention and have a clear and relevant message for consumers. The agency’s work includes award-winning campaigns for Keurig Dr Pepper, The Home Depot, BanCoppel, Ocean Spray and Southwest Airlines.


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ADDYs
LERMA Honored with 11 ADDY Awards at Annual American Advertising Federation’s Dallas Chapter Event
LERMA Posted On March 16, 2020


Awards recognize and reward the creative spirit of excellence in advertising

LERMA, a Dallas-based next-generation communications agency dedicated to creating disruptive and impactful content for multicultural America, is proud to announce 11 award wins, including a Judge’s Choice and the coveted Mosaic Award, at the American Advertising Federation’s Dallas Chapter’s 2020 ADDY Awards. The annual awards celebrate creativity and excellence in advertising. 

Notable among the 11 awards that LERMA received was the Mosaic Award, which recognizes companies, agencies and individuals whose commitment to diversity and inclusion is evident through their creative work. LERMA’s Mosaic Award was for the pro-bono campaign titled “Two Years After” for PRxPR, which consists of an awareness and donation initiative to continue promoting, aiding and funding the re-construction of Puerto Rico in the continued aftermath of Hurricane Maria. This is the second year in a row that LERMA received the Mosaic Award, this time for their pro-bono efforts on behalf of PRXPR.

https://youtu.be/GIJsWQFg8cs

LERMA also received a coveted Judges’ Choice Award for the #StopGunViolence initiative. LERMA’s work on this initiative is another example of the agency’s commitment and investment in social-cause marketing.

https://youtu.be/w_sJfSwdQcI

“We are extremely excited and proud of these awards because they recognize the work we have done for multiple clients, as well as for our own initiative to bring the subject of gun control to the forefront of conversation,” said Aldo Quevedo, LERMA Principal and Creative Director. “At LERMA, we have a wall with a huge statement: ‘We make our clients rock.’ The recognition that LERMA received at the ADDYs certainly reflects that!”

At the Feb. 27 awards event, LERMA also received recognition (5 Gold, 2 Silver and 2 Bronze) for breakthrough work created for Dr Pepper, BanCoppel, Orkin, Metro by T-Mobile and PRxPR.

Gold ADDY:
PRxPR, “Two years after” integrated campaign

PRxPR, “Don Piro” TV spot

LERMA, #StopGunViolence integrated campaign

Dr Pepper, “Date un gusto”, digital video campaign

Orkin, “Cucaracha Nursery” radio spot

Silver ADDY:
BanCoppel, “Obstacles” outdoor campaign

Metro by T-Mobile, “Biggest game of H-O-R-S-E”, digital activation

Bronze ADDY:
Dallas ADDYS, “God made a creative” digital video

Dallas ADDYS, “Bee hive” poster, Visual Craft & Art Direction

A jury of advertising peers from around the nation judged the local awards competition, and the best work will compete at the district and then national level.

LERMA earned the prestigious ADDY awards during the same week that the agency announced its rebrand from Richards/Lerma to LERMA. Although still retaining its ties to The Richards Group, the agency seeks to continue a more autonomous path, reflective of its multicultural focus and the fact that over the 10 years of its existence, it has undoubtedly established itself as one of the premier multicultural agencies in North America.

About LERMA
LERMA is a Next Generation communications agency that is at the forefront of business trends, technological advancement, and consumer’s ever-changing relationship to brands. For the past 10 years the agency has made clients and their brands win in the U.S. marketplace by uncovering untapped business opportunities, establishing meaningful connections, and developing creative that is loud and clear. That is, creating meaningful communications that disrupt convention and have a clear and relevant message for consumers. The agency’s work includes award-winning campaigns for Keurig Dr Pepper, The Home Depot, BanCoppel, Ocean Spray and Southwest Airlines.


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Advertising
Crack a Smile for “Safe Word” Colonoscopy | LERMA Donates Campaign to Raise Awareness During Colorectal Cancer Awareness Month
LERMA Posted On March 10, 2020


Campaign for Colon Cancer Coalition uses magical acts, radio PSAs, billboards and social posts to encourage colonoscopy as the “safe word” that saves lives

In recognition of Colorectal Cancer Awareness Month this March, LERMA, a Dallas-based next-generation communications agency dedicated to creating disruptive and impactful content for multicultural America, is proud to announce the #SafeWordColonoscopy campaign. The awareness campaign, which began on March 1, uses magical acts, radio public service announcements (PSAs), billboards and social media to spread the word about the importance of people getting colonoscopies to save lives.

LERMA created the campaign for Minneapolis-based Colon Cancer Coalition in an effort to encourage preventive colon health. The campaign is centered around the word, “colonoscopy,” to increase awareness that the magical word can save lives.

“Colon cancer is the third most common cancer in America,” said Flor Leibaschoff, director, brand creative at LERMA, who lost her brother to colon cancer late last year. “The #SafeWordColonoscopy campaign is a powerful way to highlight the importance of colonoscopies. As an ad agency, LERMA knows the power of raising awareness through joint efforts like the #SafeWordColonoscopy campaign, and we hope it will help to save lives.”

The campaign’s radio PSAs include individuals who are in challenging situations, and use the safe word, “colonoscopy” to get out of the bind. In one PSA, a secret agent is discovered during a stakeout and says “colonoscopy” to get rescued.

In partnership with Match.com, which owns OurTime, a dating app for mature men and women, the campaign features social media posts that seek to make #Colonoscopy a trending topic. Examples of the content include, “What’s your sign? Oh, I’m colonoscopy too.” or “What are you doing on Friday? Let’s colonoscopy.”

The #SafeWordColonoscopy campaign is also showcased on a video billboard in Times Square (1500 Broadway), New York City. The 10-second message will be shared a minimum of three times each hour 22 hours a day throughout Colorectal Cancer Awareness Month and into April.

Following the magic theme, the Academy of Magical Arts is collaborating on the noble cause by allowing two magicians, Norberto Jansenson and Hillel, to perform at the Magic Castle in Los Angeles. The magicians attempt daring performances and replaced their usual “magical” word with “colonoscopy” as part of their acts. One example includes Hillel—Mr. Balloon ManTM, who, for the first time in his 30-year career, writes “colonoscopy,” instead of “help,” to be rescued from inside of a balloon with little air.

“Nine in 10 people survive colon cancer when the disease is detected early with a colonoscopy,” said Erin Peterson, communications director at the Colon Cancer Coalition. “Unfortunately one in three Americans of screening age have not been screened for colorectal cancer. The #SafeWordColonoscopy campaign is an exciting campaign for us. It’s cutting edge, eye catching, and humorous, helping people relax about this subject and making it easier for individuals uneasy about screening take the necessary steps to potentially save their life.”

Colorectal cancer screening should begin for most average risk adults at age 45 and earlier for those with family history or other risk factors. In addition to a colonoscopy, many screening options are available including several tests that can be done in the privacy of your own home. Colonoscopy is the only screening test that can also prevent colorectal cancer by removing pre-cancerous lesions, or polyps, at the time of the test, preventing cancer. Colorectal cancer is extremely treatable when diagnosed in the earliest stages. Individuals of all ages experiencing symptoms should talk with their doctors about screening options right for them.

RO2 Media was a strong partner to the campaign, donating significant media exposure for the #SafeWordColonoscopy efforts.

For more information about the campaign, or to find information about colorectal cancer symptoms and screening options, visit ColonCancerCoalition.org/SafeWord.

About LERMA
LERMA is a Next Generation communications agency that is at the forefront of business trends, technological advancement, and consumer’s ever-changing relationship to brands. For the past 10 years the agency has made clients and their brands win in the U.S. marketplace by uncovering untapped business opportunities, establishing meaningful connections, and developing creative that is loud and clear. That is, creating meaningful communications that disrupt convention and have a clear and relevant message for consumers. The agency’s work includes award-winning campaigns for Keurig, Dr Pepper, The Home Depot, BanCoppel, Ocean Spray and Southwest Airlines.

About Colon Cancer Coalition
The Colon Cancer Coalition is based in Minnesota and dedicated to encouraging screening and raising awareness of colorectal cancer. The organization’s signature Get Your Rear in Gear® and Tour de Tush® event series are volunteer-driven in communities throughout the United States. In 2019, the Colon Cancer Coalition granted over $1 million dollars to local communities to build and sustain programs promoting early prevention, screening, as well as patient support efforts for those living with this disease. By making the words colon, colorectal and colonoscopy a part of the everyday language, we believe we can overcome the fear and decrease deaths from this largely preventable cancer. For more information visit ColonCancerCoalition.org.

Read more…

When the Colon Cancer Coalition marcomm team got the call in October from a Dallas-based marketing agency volunteering a fun, unique, and cheeky screening campaign for March, we were thrilled. The more we talked with the team at LERMA the more impressed we were by their vision, commitment to screening for colorectal cancer, and drive to saving lives through increased screening.

LERMA is a next-generation communications agency dedicated to creating disruptive and impactful content for multicultural America. Their campaign brought magical acts, unique radio concepts, billboards, and social engagement with major brands to encourage colonoscopy as a “safe word” that can save lives.

Centered around the word “colonoscopy,” the goal is increase awareness that this magical word can save lives.

Safe Word Colonoscopy Our Time

Flor Leibaschoff, director, brand creative at LERMA and the driver behind the partnership, knows first hand the loss that colorectal cancer can bring to a family. She lost her brother to colon cancer late in 2019. “Nine in 10 people beat colon cancer when its detected early with a colonoscopy. The #SafeWordColonoscopy campaign is a powerful way to highlight the importance of colonoscopies. As an ad agency, LERMA knows the power of raising awareness through joint efforts like the #SafeWordColonoscopy campaign, and we hope it will help to save lives.”

Colonoscopy is a magic word that can save your life. Make it your safe word. Get screened.

OurTime Dating App

In partnership with Match.com, which owns OurTime, a dating app for mature men and women, the campaign features social media posts on Facebook, Instagram, and Twitter that seek to make #Colonoscopy a trending topic. Examples of the content include, “What’s your sign? Oh, I’m colonoscopy, too.” or “What are you doing on Friday? Let’s colonoscopy.”

The Magic Castle

Safe Word Colonoscopy JansensonFollowing the magic theme, the Academy of Magical Arts is collaborating on the noble cause by allowing two magicians, Norberto Jansenson and Hillel, to perform at the Magic Castle in Los Angeles. The magicians attempt daring performances and replace their usual “magical” word with “colonoscopy” as part of their acts. One example includes Hillel—Mr. Balloon Man™, who, for the first time in his 30-year career, writes “colonoscopy,” instead of “help,” to be rescued from inside of a balloon with little air.

A third magician, Brandon Scott, also contributed his act to the #SafeWordColonoscopy campaign efforts.

The video series also features colon cancer survivor Alen Minasian sharing his story.

Times Square

The #SafeWordColonoscopy campaign is also showcased on a video billboard in Times Square (1500 Broadway), New York City. The 10-second message will be shared a minimum of three times each hour 22 hours a day throughout Colorectal Cancer Awareness Month and into April.

Media

RO2 Media also stepped up to the expand the cause, donating significant media exposure for the #SafeWordColonoscopy efforts.

Radio

The campaign’s radio PSAs include individuals who are in challenging situations, and use the safe word, “colonoscopy” to get out of the bind. In one PSA, a secret agent is discovered during a stakeout and says “colonoscopy” to get rescued.


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