The bronze award for The Hardy Boys in this year’s Loerie Awards recognises their cutting edge youth-focussed campaign urging youngsters to stop making excuses and donate blood.
The winning poster, created by Durban agency The Hardy Boys for the South African National Blood Service (SANBS), features a tattoo artist working on a tattoo that reads: “I don’t give blood because I’m scared of needles.”
The Loeries, held this year in Cape Town, are acknowledged as the most prestigious advertising awards in the Africa and the Middle East region.
Chief Executive Officer of The Hardy Boys, Dale Tomlinson, said, “We’re thrilled to have won a Loerie. This is only the second year we’ve entered and it’s gratifying to receive recognition from our peers. But more importantly, we’ve been able to help a truly deserving cause.”
The Loerie brings to six the number of local and international accolades won by the SANBS in various categories since 2006.
The team credited for the awards comprises Agency Art Director Pieter Steenkamp, Creative Director Geoff Paton, Photographer Michael Myersfeld and Writer Peter Doubell.
The poster campaign targets the youth market which makes up 15% of total blood donations and is crucial to sustaining acceptable stocks of blood. The posters deliver a clever, hard-hitting message stripping away the excuses many youngsters give for not donating blood.
Another poster shows a young man in bed with two women. Inscribed on his T-shirt, discarded on the floor, is the message: “I don’t give blood because I’m scared I’ll catch something.”
A third poster shows a woman painting her nails. The caption reads: “I don’t give blood because I just don’t have the time.”
The Hardy Boys was established in 1994. It counts Unilever, Tedelex brands, SA Home Loans, Rainbow, Miladys, Nouwens Carpets, Tongaat-Huletts and Spar among its clients.
For info: Kerry Marshall, Marshall Inc 083 701 5592; Candice Moodliar, The Hardy Boys 031 533 9000