ClinEdge won the awards for Best Overall, People’s Choice, and Best Concept with its entry “Side effects may include.” MMG won the awards for Best Copy and Best Campaign Design with its entry “Missing U.” DAC Patient Recruitment Services won the award for Best Headline with its entry “Clinical research for your future, and hers.” The Patient Recruiting Agency won the award for best graphical design with its entry “Remedi THIS.”
Christian Burns, president of ClinEdge, noted, “We need to replace any stigma on clinical research with the understanding that it’s truly about bettering the future for billions of people around the world.”
The first step in rebranding clinical research is to create a “Got Milk?” advertising concept for clinical research. To accomplish that objective, Rethink Research invited patient recruiting firms to contribute their ideas for a campaign concept to achieve the following objectives: generate ideas for promoting participation in clinical research; create materials that study sponsors, etc., can adapt; and generate awareness in the industry of the branding issue and create momentum for it.
The entries can be found at www.magiworldorg. “They are a testament to the passion that engages our colleagues and the creativity they can deliver to meet an important challenge,” said Adam Chasse, president of OnPoint CRO.
Clinical research professionals and the general public were invited to vote for the People’s Choice Award. A panel of judges also assessed the entries. In addition to Chasse, the judges included: Norman M. Goldfarb, chairman, MAGI; Diane Gross, national program director, Lupus Research Institute, S.L.E. Lupus Foundation; Joseph Kim, senior advisor of clinical innovation, Eli Lilly; and Jill McNair, director of education, outreach and community support, CISCRP.
“The Rethink Research competition is just the first step in a long journey to open people’s minds to clinical research. Without clinical research, without study participants, there would be no new medicines, no new medical devices, no new diagnostics. That’s not a world we can live in, literally,” said Goldfarb. “Suggestions for next steps are invited.”