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THPF: The Smoking Kid - A personal message to the smokers
Jay Chiat Strategic Excellence Awards, Gold, October 2013
This case study describes how a campaign by the Thai Health Promotion Foundation (THPF), the state agency, used 'inside-out reflection' to encourage people to quit smoking.
This case study describes how a campaign by the Thai Health Promotion Foundation (THPF), the state agency, used 'inside-out reflection' to encourage people to quit smoking. Previous efforts by THPF to promote a free stop-smoking hotline had yielded unimpressive results. Scare tactics and emotional cues were rejected for this campaign as they had proved ineffective in the past: smokers had become 'immune' to these messages. The strategy of 'inside-out reflection' put smokers in a situation where their own voice served as the warning message. A 'Smoking Kid' approached adults who were smoking in public places, and asked to borrow a lighter for their own cigarette. The people approached refused, and told the children why smoking is bad. These approaches were filmed and then placed on social media, where they were widely shared and blogged about, and gained coverage in international media outlets. Calls to THPF's stop smoking hotline increased by 62%.
Health Promotion Agency: The Journal - Three Years of Changing Behaviour & Saving Lives
The Communication Agencies Association of New Zealand, Grand Effie, New Zealand Effie Awards, 2013
This case study describes a campaign by the Health Promotions Agency of New Zealand, which aimed to raise awareness and information-seeking regarding depression.
This case study describes a campaign by the Health Promotions Agency of New Zealand, which aimed to raise awareness and information-seeking regarding depression. The campaign encouraged self-help via the campaign website, with the aim of reducing doctors’ visits and treatment costs. The main challenges were created by the illness itself, which reduces concentration and demotivates people. An existing celebrity ambassador was repositioned as a mentor, and integrated into an online self-help tool. This tool was then promoted direct to the public, and through doctors.
Saffola: World Heart Day 2012
Dhiren Amin and Akhilesh Nath, Warc Prize for Asian Strategy, Entrant, 2013
This case study describes how Saffola, the cooking oils manufacturer with the heart-health positioning, used a campaign aimed at fathers aged over 30 to increase take up of heart age tests in India.
This case study describes how Saffola, the cooking oils manufacturer with the heart-health positioning, used a campaign aimed at fathers aged over 30 to increase take up of heart age tests in India. Research suggested that men aged over 30 avoided considering heart health and so Saffola targeted them with a 'superdad' campaign. Using other superheroes as part of the campaign, Saffola's superdad's heart was his super power. This positioning was aspirational and positive in order to overcome the target group's fears. The campaign used advertising in The Times of India newspaper to encourage men to take an online heart age test. This included a 'superdad' pull-out that men were encouraged to upload pictures of themselves holding. Outdoor advertising was also used to encourage people to Saffola's website.
1600 Quitline: THPF Smoking Kid - A Personal Message to the Smokers
Sutatip Chadavadh and Kusuma Kusoltawee, Warc Prize for Asian Strategy, Asia First and Gold, 2013
This case study explains how the Thai Health Promotion Foundation employed a new approach called 'inside-out reflection' to promote its stop smoking 'Quitline'.
This case study explains how the Thai Health Promotion Foundation employed a new approach called 'inside-out reflection' to promote its stop smoking 'Quitline'. The 'Smoking Kid' was used to create a situation where smokers found themselves in a situation in which their own voice served as the warning message. Online media was used as a direct channel to communicate with smokers on a personal level. With a budget of just US$5,000 and no media spending, Smoking Kid had an enormous impact, becoming the organisations's most effective ever.
Research Fusion: Merging public health, consumer and healthcare market research to inform health initiatives in developing countries
Melissa Moodley, Colin Baker, Greg Zwisler and Evan Simpson, ESOMAR, Congress, Istanbul, September 2013
This paper explains how PATH, a non-profit health-focused organisation, utilised healthcare market research in a public health campaign.
This paper explains how PATH, a non-profit health-focused organisation, utilised healthcare market research in a public health campaign. The research examined issues around low cost healthcare solutions that could prevent deaths in poor countries to better understand why those solutions were under-utilised. The findings demonstrate the value of including market research techniques in public health strategy. It highlights the importance of taking a consumer centric approach and prioritising local insight over global.
A Whole New World: A new and valuable platform for market research
Daranee Charoen-Rajapark, ESOMAR, Congress, Istanbul, September 2013
This paper describes how market research techniques were applied to measure quality of life in Thailand, and how findings were applied to improve quality of life.
This paper describes how market research techniques were applied to measure quality of life in Thailand, and how findings were applied to improve quality of life. Explained is the process undertaken to create a quality of life measurement tool and implement it. This method found that the main drivers of wellbeing include personal income/finances, sufficient housing, good physical and emotional health, job stability, family time, leisure time and equal opportunities in terms of education. The role of market researchers in generating insight on quality of life and proposing strategies for public policy are discussed.
Directorate-General Health & Consumers (DG SANCO): Quit smoking with Barça
European Association of Communications Agencies, Silver, Euro Effies, 2013
This case study describes a campaign by the European Commission (EC) who sought to encourage people across Europe to quit smoking by partnering with Barcelona football club.
This case study describes a campaign by the European Commission (EC) who sought to encourage people across Europe to quit smoking by partnering with Barcelona football club. This partnership was chosen as the core target group of the campaign was 25-34 year old men. Print and digital media were used. As a result of the campaign 71,000 fans entered the online quit programme in less than 5 months.
Metro: Dumb Ways to Die
Danish Chan and Adrian Mills, The Communications Council, Silver, Australian Effie Awards, 2013
This case study describes a rail safety campaign in Melbourne, Australia. "Dumb Ways to Die" turned a message about rail safety that the target needed to hear into a cultural phenomenon people wanted to engage with.
This case study describes a rail safety campaign in Melbourne, Australia. "Dumb Ways to Die" turned a message about rail safety that the target needed to hear into a cultural phenomenon people wanted to engage with. The strategy was built on a simple premise: give people a reason to listen to by creating content worth their attention. Safety around trains therefore became front of mind by treating communications like entertainment, not advertising. In four months, the campaign became the third most viral film ever, the most shared public safety announcement in history and generated a $19.2M in earned media.
NSW Rural Fire Service: Overcoming "It won't happen to me"
Sari De, The Communications Council, Silver, Australian Effie Awards, 2013
This Australian case study describes a campaign by the New South Wales Fire Service aimed at promoting bush fire preparedness across the state.
This Australian case study describes a campaign by the New South Wales Fire Service aimed at promoting bush fire preparedness across the state. This case shows how a strong insight and creative idea overcame a problem that plagues so many behaviour change campaigns: how to get people to face up to risk and act in their own interest. The campaign changed Australians' typically optimistic attitude to living in a high-risk bush fire area from complacency to preparedness, by stimulating an urgent sense of vulnerability. The campaign triggered the highest Bush Fire Survival Plan downloads and completions ever achieved in NSW.
New Zealand Transport Agency: Ghost Chips
Cannes Creative Lions, Creative Effectiveness Lions, 2013
This case study explains how the New Zealand Transport Agency used a TV campaign to reduce drink driving among young men in provincial and rural areas.
This case study explains how the New Zealand Transport Agency used a TV campaign to reduce drink driving among young men in provincial and rural areas. Over 1,000 people are killed a year in crashes caused by young drunk drivers, with Maori males under 24 years at most risk. These men don't plan to drive drunk, but nor do they plan ahead, so, when drunk, driving seems the easiest solution. The strategy was to challenge other people in the group to speak up when someone suggested they would drive home. Through a humorous and quotable television spot, the Bloody Legend campaign sought to make young men feel positive when telling a friend not to drive. It was launched during the final of the Rugby World Cup to ensure the campaign got quickly talked about and shared, and was supported with Out of Home and social media. Bloody Legend produced the highest ever recall for a NZ drink-drive campaign, and in 2012 showed a 35% reduction in young drivers killed through excess alcohol, compared to 1% across the whole population.
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