November 13, 2010
November 11, 2010 - DAE’s provocative ad campaign titled “Which One Deserves To Die” alerting the public that 1 in 10 Asian Americans is chronically infected with hepatitis B was chosen as finalists in three of the eight categories in the 2010 Multicultural Excellence Awards and won the Grand Prize in the Print category on Nov. 8.
The San Francisco based Asian American ad agency provided pro bono services for San Francisco Hep B Free, a model collaboration of over 50 private and public organizations whose goal is to turn San Francisco into the first hepatitis B free city nationwide earlier this year. Recent data released from the National Cancer Institute confirms that San Francisco has the highest rate of liver cancer in the nation. It is the gateway for immigrants from Asian countries where there is a high prevalence of hepatitis B.
Hepatitis B infection causes up to 80 percent of all liver cancers worldwide. More than one in four patients is likely to develop liver cancer if the infection is left untreated.
The 1 in 10 ad campaign appeared in local ethnic and mainstream newspapers, billboards, and bus transit boards in May 2010 in honor of 15th Anniversary of National Hepatitis Awareness Month and Asian Pacific Heritage Month. The campaign addressed the biggest reason for the Hep B epidemic: general lack of awareness about the disease especially among the Asian community who considers discussing illness and death a taboo.
“We’re elated that the ad campaign has helped bolster awareness for hepatitis B and the risk to Asians Americans. Doing great work for the greater good is rewarding. It’s fabulous to be recognized with such a prestigious award, we thank ANA for this recognition,” said Vicky Wong, President & CEO of DAE. “There were over 200 volunteers and professionals donating time and efforts in the creation of this campaign, this award is for all those involved.”
DAE is a full-service agency specializing in marketing communications to the Asian American market. Founded in 1990, DAE combines mainstream advertising knowledge with a true understanding of East West cultures to deliver breakthrough, strategically focused programs that yield proven results for clients that include Wells Fargo, Southwest Airlines, Asian Art Museum, and Cathay Pacific Airways. DAE celebrates 20th anniversary this year.
Now in its tenth year, the awards recognize ANA member companies and other marketers for their work in producing superior multicultural advertising campaigns that ran between June 2009 and June 2010.
“I am thrilled to offer each of the winners my congratulations for the noteworthy contributions they have made to underscore the importance of multicultural marketing in our industry,” said Bob Liodice, President and CEO of the ANA. “Our winners represent brilliance in the world of multicultural marketing, and every year I continue to be more impressed by the terrific work celebrated at the Multicultural Excellence Awards.”