Eventually He’ll Get The Message Campaign – Reappraised

As you may know, my third ‘advertising and branding’ workshop was a ‘one day brief’ I worked on in a huge group of my peers. We had to devise an advertising campaign that would inspire woman to “encourage men to to take a more positive approach to their health by not delaying a visit to the doctor”.

  • You can see the campaign we came up with that day if you click here.
  • You can also read about the work that went into it and the things we did that day by clicking here.

If you’re still with me, you can see the revision of the campaign that Lindsay McQuarrie and myself worked on. We made some changes to the video advert, as well as the marketing strategy, for the campaign. These changes were based on the feedback we received from our lecturer and peers.

With it being just the two of us, we were also able to make some personal changes as well. These were both the ideas we had during the workshop and thing’s we had thought about since. I enjoyed how we could discuss it easily with each other across the table. We agreed on most things and refined each others idea’s a few times to fit in with the overall campaign. I think we felt more in control of the campaign, knowing that what we said was more likely to be done – rather than just a suggestion in a large group. I did find this a little bit daunting however; all of a sudden it was down to just the two of to make it work.

I have laid it out the same way as before so you can easily compare them. So here we go, this is our revised campaign:

Campaign Objective:
“Encourage young adult men to visit their GP’s by targeting woman”

Research:
We carried out desk and reactive research which revealed that men would visit their GP if they had a health problem over the NHS online and telephone services. The problem is they would wait until their problem gets really serious before they would go. Of the woman in their life the majority of men would be most likely to ask their wife for health advice. Of the younger males we surveyed, the majority would ask their mother.

Specific Target Audience:
Woman who are married to men

Style:
Light-hearted with embarrassment humour. Underlying message is to get men to go to the doctors early before their symptoms get worse.

There will be four sequential adverts in total which document a series of unfolding events during the time frame of a single day. They will be in sitcom style but there will not be too much dialogue so that you have to watch to see what happens. This will get people guessing as to what the characters are up to. I suppose you could say it’s taking some inspiration from silent movies as well.

Strap-line:
“Eventually he’ll get the message”

Pre-Launch:
Print mock medical appointment cards which have “There’s worse things…” scrawled over the appointment fields. The back of the cards will have our strap-line; relevant social networking icons; the web addresses for our campaign as well as for the NHS website and the NHS telephone number.

These cards will be distributed in places frequented by our target audience such as retail outlets, salons, cafes, gyms and indeed doctors surgeries.

The main idea is to familiarise woman our strap-line without knowing about the campaign. This will hopefully get them wondering what it’s all about and encourage them to check out the web links to find out.

A campaign website will be launched online with helpful tips and statistics about men’s health. It will contain positive stories about woman who encouraged their men to go to the doctors. There will be a ‘find your nearest surgery’ search map to help anyone (male or female) without a registered doctor. A ‘step-by-step’ guide to registering will show up on this page too. There will also be a ‘symptom checker’ and general advice from doctors. The site will have it’s own branded style centred around being informative, friendly and fun. It will be really easy to use with only one navigation bar and not overloaded with pages. It will link up to the NHS website either on the main navigation or a button which displays on every page and wherever appropriate.

There will be a preview clip of our first advert – in the style of a TV series trailer – posted on the website and on youtube. The site will also have an option button to join our mailing list which will email them when the advert is released.

There will also be social networking profiles such as Twitter, Facebook, and Youtube which will post relevant information and answer questions.

Official Launch:
The first of our four adverts will be shown on television. Here is a storyboard for the sitcom style advert.

(Click on it to see it full screen)

The advert will be shown during programmes with a high female audience such as dramas, films, documentaries, cookery shows, soaps and daytime television. In addition, it will be released on the website and Youtube channel. Emails will be sent out to those on the mailing list and it’s release will be tweeted etc.
It will run for three weeks.

Post Launch:
After two weeks the second, follow-up advert will be released on the website and Youtube. Here is a storyboard for it:

(Click on it to see it full screen)

Two weeks later the third, follow-up advert will be released on the website and Youtube. Here is a storyboard for it:

(Click on it to see it full screen)

Then, two weeks later, the fourth and final follow-up advert will be released on the website and Youtube. Here is a storyboard for it:

(Click on it to see it full screen)

Strategy:
The successive adverts will not be shown on television because we want to encourage it to go viral on the internet. The idea is that people will talk about the advert and tell people that there is more to it than the one that was shown on television. This will generate interest and encourage people to search for it online. They will hopefully find themselves on the campaign website and see all the helpful information on it. The idea being they will become familiar with the aim of the campaign and  be inspired to encourage men to go to the doctors.

This follows the principle of AIDA which we were introduced to in a recent lecture:

  • A =  Attention
  • I = Interest
  • D = Decision
  • A = Action

The thought is that people go through these cognitive phases when accepting a new idea. I had a think about whether it could be applied to this campaign:
So maybe the cards and television advert would attract them – get their attention. The information on our website would tell them the advantages of encouraging men to visit the doctor early on – raising their interest. The lengths Wendy goes to, to get Harvey to go to the doctors, will help to convince them that it’s worthwhile – creating a desire to encourage men to go to the doctors. Wendy’s eventual success with getting Harvey to the doctors would demonstrate that it works – inspiring them to take action themselves.

Hmm, I am not sure if that’s entirely justifiable… The next time I am working on a campaign I shall try to consider this earlier on.

Anyway. The mailing list will not overload subscribers with emails, it will just send them a link when each of our four adverts are posted online.

Further Development:

  • The characters from the advert could be interviewed during a health feature on morning television shows such as This Morning. A representative of the campaign would be there as well to inform woman of the importance of encouraging men to go the doctors. (The quartet could play the jingle at the end of the show)
  • This could equally be a health awareness segment on the national news.
  • The campaign could be featured in health magazines or in health segments of woman’s magazines such as Prima, Marie Claire and Good Housekeeping.
  • Stills from the advert will be taken and put on billboards where the woman in our target audience will see them. For example: near to schools, area’s of towns/cities where they work and in shopping centres.

Guerilla Tactics:

  • Continue distribution of the mock medical cards. Once the second advert is released online, edit them to let people know about the second advert. Post them as direct mail to areas with a high number of female occupants. Use census statistics and the up my street website to find these areas.

(Up my street is an independent website that enables you to find out information about a specific postcode, city, town, district or region. You can check out neighbourhood profiles to get an idea of the type of housing and access ACORN classifications about the type of people that love there. For example if it was a postcode that had a high density of students living in halls of residence we wouldn’t distribute the mock medical cards there. We would look for an area with residential housing where lots of families lived.)

  • Adverts on busses (like the one in the advert) with relevant contact details. We could also do some research into bus routes and find the most suitable ones to advertise on.
  • Release the quartets jingle on itunes for free the same day the fourth advert is released online. Link to it on the campaign website and on the Facebook page as well as tweeting about it.
  • Set up buses as pop-up clinics which tour around the country, encouraging men to get checked out there and then. Reports on their forthcoming presence could be reported in daytime television shows such as Daybreak as well as the Local News.

Reasons for success?

  • The advert relates to woman as it refers to the fact they have to keep going on about things to their husbands sometimes. It doesn’t imply nagging in an argumentative way.
  • The things Wendy does to Harvey are humorous and outlandish… and not impossible. They also get increasingly more embarrassing which will make people want to see what she could possibly do next.
  • It recognises the image men have of plastic gloves and tries to make light of it: “there’s worse things…”
  • It serves as a conversation starter where woman share their stories/tactics about getting men to the doctor. This could be encouraged by TV-spots, magazine articles and a Facebook page.
  • Only the first advert would be shown on television so the budget wouldn’t need to buy air-time for all four. Desk research could be done to see how many views the successive adverts were getting. Reactive research could also be done to test the publics awareness of the campaign. You could compare research done before and after the successive adverts were released to see how effective the ‘post campaign’ and ‘further development’ was.
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