While the first campaign targeted an audience largely focused on cosmetic procedures, the second campaign focused on the pain associated with varicose veins—not the aesthetics. The target audience was two-part:
1) Teachers and service industry workers—groups that spend a great deal of time on their feet, and
2) men—a group that historically ignored vein and vascular issues because they are not as concerned with the aesthetics. The idea was to create an arresting, over-the-top image that potential patients could identify with immediately. We chose visuals that illustrated the very specific pains caused by varicose veins, which have been described as burning, stabbing, and heavy; thus, the “Scary Legs” campaign was born.
ClientCharlotte RadiologyServicesAdvertising CampaignCopywriterKristin KellyPhotographerEric Roch von RochsburgLinkhttp://www.crveins.com
