NEWS RELEASE | Wednesday November 14, 2012

Who knew syphilis could be so rewarding?
Calder Bateman’s Plenty of Syph website wins Gold at 2012 International Clio Awards Edmonton, AB… A daring and controversial advertising campaign took centre stage in New York City last night to collect one of the most prestigious international awards in advertising, design and communications. The CLIO Healthcare Awards honoured Edmonton communications agency, Calder Bateman, with a gold statue in the digital category for their Plenty of Syph website. The agency also picked up a bronze statue for integrated campaign, and a finalist award for radio series. The mock dating website was created as part of a campaign to raise awareness of syphilis for Calder Bateman’s client Alberta Health and Alberta Health Services.
The CLIO Healthcare Awards is an extension of The CLIO Awards, one of the world's most recognized awards competitions for advertising, design and communications. A gold CLIO statue is among the most widely coveted awards in the industry. From submissions all over the world – including New York, Seoul, Sydney and Frankfurt – only six gold medals were awarded. Past CLIO Health winners include campaigns for Viagra, AIDS and Pepto.

Calder Bateman created the Plenty of Syph campaign as part of a social marketing initiative after a dramatic syphilis spike in Alberta. The campaign targeted youth through radio, television, print, social media, online ads and the mock dating website. The campaign challenged audiences to question the authenticity of the site, prompting information about the symptoms of syphilis and how they could get tested. The campaign produced dramatic results, increasing syphilis testing results across Alberta. “We are thrilled,” says Jeff McLean, Creative Director at Calder Bateman. “This honour is a testament to our fearless client, the truly integrated approach we strive for in all our work, and the ingenuity of our creative team including Pierre Chan, Copywriter and Nicola Pringle, Art Director working with our past creative director, Kevin Barclay and web developer, Burnkit. I am especially proud of our local, independent agency for competing on a global scale.” Accepting the award at the ceremony in New York City was Calder Bateman partner Frank Calder and art director Nicola Pringle. Calder Bateman is a full service marketing, advertising and public relations firm located in Edmonton, Alberta. -30For media inquiries, contact: Andrea McDonald | Public Relations Calder Bateman Communications | 780.426.3610

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