The Web Marketing Association is proud to present this 2013 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.

LAUGHLIN CONSTABLE
NO ONE DESERVES TO DIE

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Best Advocacy Website

There’s a stigma to lung cancer. Ask someone who has it, or has a loved one who’s been diagnosed. When you say “My mother has lung cancer” most people’s first response is “Did she smoke?” like they brought the disease on themselves. Lung cancer kills more Americans than the next three most deadly cancers combined (breast, prostate, colon). Yet, where are the ribbons? Where are the mustaches? Where is the celebrity support? Worse yet, where is the funding for a cure? While other cancers have seen significant research investment, and their respective mortality rates have decreased, lung cancer’s high mortality rate has barely moved in decades. The culprit is the stigma.
This website, as part of an integrated campaign to break the silence about lung cancer, required us to draw people into the educational content in a disarming and fresh fashion, because the stigma really means that people are not open to the topic at face value. To bring to light the absurdity of it all, we featured iconic characters that are themselves victims of quiet discrimination, so much so that some people may actually think they deserve to die (such as cat lovers, the tattooed, the smug and hipsters). Viewers were intrigued and as they scrolled, and more and more information about lung cancer was presented as they engaged with the site. For a disease that was previously dismissed because of stigma, the website design, user experience and content worked together to change long-held perceptions, one individual at a time.

Contributors:

Chief Creative Officer: Rich Kohnke
EVP, Strategy: Denise Kohnke
EVP, Director of Integrated Services: Megan Madsen
Associate Creative Director: Brett Lakanen
Creative Director: Jeremy Ampe
Creative Director, Writer: Pat Laughlin
VP, Communications Strategy: Dennis Jenders
Group Supervisor : Stephanie Schrandt
Art Director: Chelsea Atwell
Jon Wynveen: Lead Software Engineer

LAUGHLIN CONSTABLE

Website: www.laughlin.com/work

Location:

About the Agency:

OUR BUSINESS CREATES IDEAS. We strive to be a leading creative agency in the digital age. We challenge ourselves to combine fresh insights and technical skills that can help attract, connect and engage our clients’ best prospects to their brands. We cherish the independence that allows us to answer to no one other than our clients and ourselves. We listen. We hold each other accountable. We seek results. OUR IDEAS CREATE BUSINESS. The above is our mission statement. It isn't jargon; it's how we live and work each day. It applies to all disciplines, and all that we do in our three offices (Chicago, Milwaukee and New York City). Our services include strategic planning and brand strategy; primary and secondary research, plus campaign analytics; identity development and design; media planning and buying, to include search engine marketing; digital design and development, to include mobile and tablet apps; public relations services, to include crisis and issues management; social media and community management; and award-winning creative strategy, content and execution for all of the above, in all media channels. We call this interplay of disciplines Full Circle Branding.