Gardasil ad. Essence Magazine, Feb 2007. Page 112.Ad copy. GARDASIL is for girls and young women ages 9 to 26. This vaccine is part of your daughter’s recommended vaccination schedule, but only her doctor can decide if GARDASIL is right for her. Ask your daughter’s doctor or healthcare professional about getting her vaccinated with GARDASIL. She could become one less life affected by cervical cancer.
As I recall, Stephanie said that a good call to action ad focuses on either the cause or the effect, but not both. I must say the headline is just oblique enough to intrigue me—no mention of HPV here, although a body part is mentioned [If I were part of this demographic would I be intrigued or offended? Hm]. No mention of the method of transmission anywhere—headline or copy. So, I guess cause isn’t mentioned, is it?
I was arrested by the type—a slightly eroded, condensed, bold sans-serif. Did the designer mean to suggest ‘hands-on’ or ‘embattlement’ or did the designer just like the typeface? The colors are slightly neutralized—magenta and deep brown. [Not the rose and black that it translated into when I scanned it]. They are part of the GARDASIL logo mark, is that why they were chosen? I don’t think they are attractive. When I look at them I think of skin and blood. Is this just me? This ad doen’t look like the "One Less" campaign, where else is this ad running? Perhaps the existing ad campaign isn’t working here?
Is this an effective ad? I read it completely and I’ve thought about what it says. Perhaps I read it because I have a daughter who is in the age range. I’m not certain that I would have read it if I hadn’t had a point of common interest.
http://evilslutopia.blogspot.com/2007/01/gardasil.html This blog ponders the issue [rather than the typeface and page design] more thoroughly if you have a personal interest and want information.
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