Issues, diseases figure in first effort from Canadian medical site

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VANCOUVER, British Columbia--Canadian medical site is unveiling its first campaign using both humor and seriousness to address health issues.

Created by Palmer Jarvis DDB, Vancouver, the print and outdoor ads focus on attention-grabbing health topics to draw visitors to the multimedia site, which offers content written by Canadian physicians. Subjects highlighted include breast cancer, heart disease, liposuction, ergonomics, prostate disease and even diaper rash.

All spots use the tagline "Canada's source for health information," placed next to the Web address logo.

Creative has a revealing Internet browser window inset over a regular photograph, while body copy directs readers to the medbroadcast site for related health information. In one ad: "Symptoms of prostate disease," a browser window shows a dripping faucet, strategically positioned in front of a man's crotch.

Another ad focusing on breast cancer has a woman with the browser window inset over her breast, where readers see a small bright spot on the diagnostic image.

On a more humorous note, one spot touts the site's baby-related information: Flames are inset over the diapered bottom of a crawling baby.

Site owner Medbroadcast Corp. of Vancouver is spending roughly $1.6 million for the three-month campaign focusing on major Canadian centers.

A first TV effort is due to break in June or July on the national Global Television Network, whose parent company bought a 32% stake in Medbroadcast Corp. in March.

Copyright April 2000, Crain Communications Inc.

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