Best Use of Photography, Association
The writer of the original article, ‚ÄúPumping Iron,‚ÄĚ inspired the treatment of a stock photograph that eventually landed HemAware an Ozzie for Best Use of Photography, Association, according to managing editor Melanie Padgett Powers.
‚ÄúThe writer, who is also one of the editors for the National Hemophilia Foundation, used the title ‚ÄėPumping Iron‚Äô on her first draft, and we really just went with that,‚ÄĚ Powers explains. ‚ÄúSince the story is all about replenishing your body‚Äôs iron if you have anemia, we really wanted to go with the double meaning of the words ‚Äėpumping iron,‚Äô and really go with an image that looked strong‚ÄĒsomething that looked like the subject was lifting weights and showing their muscles.‚ÄĚ
HemAware‚Äôs art director found an appropriate stock photo, and then she actually drew the red and blue veins on the woman‚Äôs arm in the image. ‚ÄúWe used a stock picture of a really fit-looking woman, flexing her muscle and looking at her arm,‚ÄĚ says Powers. ‚ÄúAfter the art director enhanced the picture, we really played with the typography, with the word ‚ÄėIron‚Äô looking strong and bold, to reinforce what we did with the photography.‚ÄĚ ¬†
Because the article began with the words ‚ÄúIron poor blood,‚ÄĚ HemAware had Pumping Iron as the title and the art director was able to use a large drop cap that resembled a dumbbell. ‚ÄúThat played on the double meaning as well,‚ÄĚ says Powers.
HemAware, a quarterly magazine for the National Hemophilia Foundation, and a companion Web site, are both produced by Washington, DC-based TMG Custom Media.