Bridgepoint Health begins awareness campaign
Toronto-based Bridgepoint Health has begun a new campaign intended to raise awareness of complex chronic diseases, which the company defines as a situation in which a person has more than one chronic health condition simultaneously. The campaign is currently in a teaser phase consisting of outdoor, newspaper and street level advertising, along with public relations and a new website at <http://www.lifechanges.ca>. The creative makes use of single words representing multiple diseases, such as "osteocanceritis," "neurodiabesity," "fibrodepressilepsy" and "cardiorenalosis." The ads use the tagline, "There's a new disease out there." The campaign, which was developed by Groundzero Marketing Communications, will expand through 2008."The public is certainly familiar with individual diseases like cancer or diabetes, but research has shown that they haven't made the link that when more than one of these diseases is present at the same time, it really is a new disease that requires a new kind of healthcare," said Marian Walsh, president and CEO of Bridgepoint Health. "One that Bridgepoint Health is uniquely qualified to deliver today and in the future."