DDB Remedy Sydney picked up the ‘Best of Show’ at the 2008 IPA Best Of Health
awards in London for their ‘Little Fella’ TV campaign raising awareness
and understanding of Erectile Dysfunction amongst Australian men.

The IPA Best of Health Awards celebrates the best creativity in
healthcare advertising, a sector which encompasses the promotion of
brands to both healthcare professionals and consumers. The ‘Little Fella’ campaign,
which was shortlisted at this year’s Cannes Lions show, stood out
amongst some of the best work in the international healthcare arena at
the IPA awards.

From 328 entries in this year’s competition and for their first year
of entering work into this show, DDB Remedy picked up seven awards
including:

• Remicade Crohns won the Healthcare Professional, Press Campaign category aimed at specialist doctors
• Silvers and Bronzes were also picked up for DDB Remedy campaigns for Glaucoma Australia and the AHMF Herpes Awareness Campaign
• A special award for ‘Best use of photography’ for the Remicade Crohns Campaign

Dr John Bertolini, Managing Director, DDB Remedy, commented: “We are
delighted that that we are producing work which is being recognised at
an international level. The ‘Little fella’ campaign is a campaign we
are incredibly proud of and a proof point of the determination and
focus we have in becoming a leading healthcare agency.”

Launched on behalf of the non-for-profit organisation Impotence Australia
in October 2007, the campaign communicates the realities of Erectile
Dysfunction in a very unique manner. The TVC shows a typical
middle-aged man going about his day shadowed by a miniature replica of
himself suffering from the same stresses of daily life. At the end of
this demanding day, the man is in bed with his wife and unfortunately
the miniature replica has already fallen asleep and is refusing to
comply with any demands. The spot closes with the tagline: “Look after
your Little Fella and he will look after you”.

Matt Eastwood, National Creative Director DDB, added: “The main
message we wanted to deliver to all men in Australia in this campaign
is that your sex life will be severely affected if you do not improve
your health and lifestyle. Campaigns that have discussed this issue in
the past centred on romance and relationships. This campaign delivers a
more direct message in very bold, unique and humorous manner.”

Says Tracey Brader, IPA Healthcare Consultant, An IPA Best of
Health award is possibly one of the most difficult to win – the
competition is fierce and the judges have exacting standards. This
makes DDB Remedys success that much more impressive. Strong ideas,
expertly crafted, their work epitomises everything Best of Health
stands for.

The campaign is supported by an unrestricted educational grant from
the three major players in Erectile Dysfunction: Pfizer Australia, Eli
Lilly Australia and Bayer Healthcare.