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University of Iowa News Release

Feb. 8, 2005

Health Iowa Wins Advertising Awards

Health Iowa, a division of the Student Health Service at the University of Iowa, won two regional ADDY awards Jan. 29 for their educational media campaign, "Extreme Drinking."

The ADDY awards honor excellence in advertising by the Advertising Federation of Cedar Rapids. The campaign as a whole won a Gold ADDY, while a newspaper insert containing information on safer drinking won a Silver ADDY.

Health Iowa collaborated with the branding and advertising agency Henry Russell Bruce in Cedar Rapids to develop the campaign.

"Our goal was to develop a campaign that was unlike anything else students have seen recently, and an overarching goal was to drive traffic to the alcohol-related content on our Web site," said Sarah Hansen, Health Iowa coordinator. "Our main message was not to promote prohibition but to focus on 'over-consumption' and to try to influence students who might be early on in their relationship with alcohol to realize that more is not necessarily better."

Hansen noted that since the campaign, the Web site has seen an increased number of hits from students.

"The recall of the campaign amazed me, considering how many media messages students receive daily -- whether they liked it or not, they noticed it," she said.

More information about the "Extreme Drinking," campaign is available online at www.uiowa.edu/~shs/extremedrinking.htm.

STORY SOURCE: University of Iowa Health Science Relations, 5135 Westlawn, Iowa City, Iowa 52242-1178

CONTACTS: Media: David Pedersen, (319) 335-8032, david-pedersen@uiowa.edu; Writer: Christine Nicholson