Best Use of Photography, Association
The writer of the original article, âPumping Iron,â 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.
âThe writer, who is also one of the editors for the National Hemophilia Foundation, used the title âPumping Ironâ on her first draft, and we really just went with that,â Powers explains. âSince the story is all about replenishing your bodyâs iron if you have anemia, we really wanted to go with the double meaning of the words âpumping iron,â and really go with an image that looked strongâsomething that looked like the subject was lifting weights and showing their muscles.â
HemAwareâs art director found an appropriate stock photo, and then she actually drew the red and blue veins on the womanâs arm in the image. âWe used a stock picture of a really fit-looking woman, flexing her muscle and looking at her arm,â says Powers. âAfter the art director enhanced the picture, we really played with the typography, with the word âIronâ looking strong and bold, to reinforce what we did with the photography.â Â
Because the article began with the words âIron poor blood,â HemAware had Pumping Iron as the title and the art director was able to use a large drop cap that resembled a dumbbell. âThat played on the double meaning as well,â 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.