HealthPartners Ad Campaign Wins Gold EFFIE Award in New York City

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HealthPartners and Preston Kelly win one of only 24 EFFIE Gold Awards

A New Way to Look at Healthcare

Effie Worldwide, Inc., announced yesterday that HealthPartners and its advertising agency Preston Kelly received the Gold award for the advertising campaign, "A New Way to Look at Healthcare." The 2009 North American Effie Awards were announced last night at the awards gala in New York City.

The Effie Awards honor the most significant achievement in marketing communications: ideas that work. Known by advertisers and agencies globally as the pre-eminent award in the industry, the Effies recognize any and all forms of marketing communication that contribute to a brand's success.

The "A New Way to Look at Healthcare" campaign was launched in May 2008 to build awareness and increase the number of people registered for HealthPartners online patient services which includes accessing test results, refilling prescriptions and viewing and printing medical records.

Preston Kelly shaped the campaign with new creative ideas. The campaign used giant medical props placed throughout the Twin Cities, including specimen cups and syringes, weighing up to 400 lbs and ranging from five to 10 feet tall. HealthPartners first mascot, Petey P. Cup, served as a brand ambassador at a variety of community events and on social networks.

HealthPartners and Preston Kelly's campaign also received eight Healthcare Advertising Awards sponsored by Healthcare Marketing Report. Over 3,600 entries were received in this year's competition. HealthPartners and Preston Kelly's awards include:

  •     Gold: Outdoor Transit/Billboard, A New Way to Look at Healthcare
  •     Gold: Annual Report, Report to the Community
  •     Gold: New Media, A New Way to Look at Healthcare
  •     Gold: Total Adv. Campaign W/Out TV, A New Way to Look at Healthcare
  •     Silver: Radio Advertising/Single, Bad Tooth
  •     Bronze: Radio Advertising/Series, Hard Questions
  •     Merit: Magazine Ad/Series, Healthy Should Be Simple
  •     Merit: Other, Mascots

About HealthPartners
Founded in 1957, the HealthPartners HealthPartners family of healthcare companies serves 1.25 million medical and dental health plan members nationwide. It is the largest consumer-governed, nonprofit healthcare organization in the nation, providing care, coverage, research and education to improve the health of members, patients and the community. For the fourth year in a row, HealthPartners is rated one of the best commercial health plans in the nation by U.S. News & World Report, NCQA's "America's Best Health Plans 2008."

About Preston Kelly
Preston Kelly is a full-service, independent agency that creates Iconic Ideas for its clients including: financial services, insurance, restaurant, consumer packaged goods, outdoor recreation and retail. The agency has been honored with top awards including 3 EFFIES in the last 4 years, Best of Show at the Minneapolis Ad Competition - The Show, and MediaWeek's Media Plan of the Year. Preston Kelly is a member of Worldwide Partners, the world's largest network of independent marketing and communications firms. To learn more about Preston Kelly visit Preston Kelly, become a fan on Facebook at or join the conversation on Twitter at

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Laura Linn
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