ROCHESTER, N.Y. — A TV commercial and memorable song that both help kids eat healthier received two awards from the Rochester Advertising Federation as Roberts Communications, Inc. won three awards overall.
Both pieces support the Greater Rochester Health Foundation’s childhood overweight and obesity prevention campaign. The tagline developed for the campaign invites parents and children to “Be a Healthy Hero.” This theme and logo unify all communication elements of the campaign.
The winning television spot “Playground” is upbeat and shows Rochester-area children in a park playing and being active. The accompanying jingle is also lively and includes a countdown of 5-2-1-0 to urge kids to eat at least five fruits and vegetables a day, limit screen time to two hours a day, engage in physical activity for one hour a day, and have zero sugary drinks.
Roberts Communications also won a LADDY in the Collateral Category for a “Manifesto” brochure developed for BlueCross and BlueShield of Minnesota. The brochure demonstrates how BlueCross and BlueShield can work with employers to think of health care in a new way.
“We’re proud of this work because it took an original and creative approach that is yielding outstanding results for our clients,” said Bill Murtha, President and CEO, Roberts Communications. “These awards demonstrate that our high-quality work is being recognized by our peers in the advertising community.”