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Title

TheraSeed

Name

Scalpel

Challenge

Low awareness: We needed to get the word out that TheraSeedâ, an innovative approach to treating prostate cancer, has a vastly lower risk of impotence, incontinence and other complications than traditional surgery.

Simultaneously target three vastly different target audiences: Men over 55; wives, family and friends; and physicians

Concept / Copy

I worked on both.

Solution

Because the brand identifies itself as “passionate, forceful and blunt,” the idea that made the final round was the very forceful and blunt scalpel ad.

Played up the amazing results of this life- and lifestyle-saving procedure in the headline, sub head and body copy.