As part of the annual ad buy, we purchased a four-page newspaper wrapper for advertising, which wraps around the outside of a section of the newspaper. The objective was to tie all four pages together to end up with cohesive ad that was informing and promoting the opening of our new college of pharmacy, that people would notice and read. The goal was to encourage potential students to apply to the pharmacy school.
Rosalind Franklin University of Medicine and Science
Fall 2010
I came up with the idea that a career in pharmacy to prospective students is their "future". To add value to the community the concept of providing useful summertime health tips from our pharmacist and an emergency contact and info sheet someone could put on their refrigerator was the content that marketing wanted to include, which I thought represents a "Health" prospective.
The cover needed to motivate people to open the section up and read the four-page ad. Being summer I wanted to use a family and outdoor activity motif, to look something like a guide to activities. This pool shot was the best stock family and pool image I could find at the time that represented what I wanted. For a family the aspect of togetherness and summer activities represents their "Life". So I came up with the headlines, "My Life, My Health, My Future" to tie it all together and make it cohesive.
This newspaper ad won a 2011 Silver Davey Award The top of the first page was left blank for the newspaper to add the section title; they also had a policy to add "Advertisement" to all pages for legal compliance.
The pharmacy school had a landslide of applications from the area and successfully reached 100% capacity for the program for the first year.
Photography, Photo retouching, Photoshop, InDesign