When Gilda's Club first opened its doors, Western Pennsylvanians
weren't quite sure what it was all about. Enter Markowitz Communications. The agency took on the task of introducing this cancer-support facility (named in memory of Gilda Radner) to the community by creating an advertising campaign -- complete with print, bus shelters, television, radio and video.
The goal was to show that Gilda's Club was place where anyone -- men, women, teens and kids, as well as their friends and family -- could go for support.
As the creative director, I developed the concepts, supervised the creative team and presented to the client.
The results: Gilda's Club Western PA topped the 300-member mark in its first year -- a goal no other clubhouse in the country had ever achieved.