Association for Colorectal Cancer Prevention
Annelies Prinsen, Diederik Robinne, Jonas Van Rossum, Sylvie Vanmechelen, Ste...
Table of content
Objectives
Strategy
Creative brief
Creative execution
Media recommendations
Measures
Objectives
% of total Incidence Mortality %
Men 54 182.000 80.000 44
Women 46 151.000 68.000 45
Total 100 333.000 150.000 ...
Objectives
Raise chances at recovery
How? Finance scientific study
Improve quality of life of people with this type of can...
Strategy
TARGET GROUP
Age
Sex
Education
Race
Social Class
Religion
50-74 years old
Men & Women
Not applicable
Not applicab...
Strategy
PHASE 1: Teasing
Posters at:
Toilets
Elderly homes
Hospitals
Medical practices
Schools
CAMPAIGN
Strategy
PHASE 2: Disclosure
TV commercial
Banner
CAMPAIGN
Strategy
PHASE 3: Inform
Intestinfo truck
CAMPAIGN
Strategy
DURING THE WHOLE CAMPAIGN
Website
Facebook
Search Engine Advertising
Flyers
Banners
CAMPAIGN
Strategy
Fear
Different types of fear
 Delicate subject
 Pain and discomfort
 Hearing bad news
Tagline: “Colorectal can...
Creative Execution
PHASE 1: PRINT & OUTDOOR
Creative Execution
http://www.youtube.com/watch?v=xw27X3-
WpN8
PHASE 2: TV COMMERCIAL
PRINT & YOUTUBE
Creative Execution
PHASE 3: INTESTINFO TRUCK
Creative Execution
Website
http://www.delvenhof.be/accp.html
DURING THE WHOLE CAMPAIGN
Creative Execution
Flyer
DURING THE WHOLE CAMPAIGN
Creative Execution
Flyer
DURING THE WHOLE CAMPAIGN
DURING THE WHOLE CAMPAIGN
Creative Execution
Facebook
Creative Execution
Search Engine Advertising
http://www.delvenhof.be/google.html
DURING THE WHOLE CAMPAIGN
Creative Execution
Banner
DURING THE WHOLE CAMPAIGN
Creative Execution
Belgium The Netherlands
MEDIA SELECTION: PRINT
Creative Execution
Belgium The Netherlands
MEDIA SELECTION: PRINT
Creative Execution
Belgium The Netherlands
MEDIA SELECTION: ONLINE
Creative Execution
Belgium The Netherlands
MEDIA SELECTION: SOCIAL NETWORK
Media Recommendations
PHASE 1: Teaser PHASE 2: Disclosure PHASE 3: Inform
PUSH PUSH PUSH
Posters Television spot Televisio...
Media Recommendations
PHASE 1
80%
5%
15%
Posters
Website
SEA
MEDIA CHANNELS: %
Media Recommendations
30%
20%
20%
17%
10%
3%
TV
Banners
Print media
Flyers
SEA
Website
MEDIA CHANNELS: %
PHASE 2
Media Recommendations
30%
3%
5%
15%7%
10%
30%
Intestinfotruck
SEA
Website
Flyers
Print media
Banners
Television spot
MEDIA...
Media Recommendations
Media
January
2012
February
2012
March
2012
April
2012
May
2012
June
2012
July
2012
August
2012
Sept...
Measures
Hospitals
Inquiries
Own website
Google SEA
Banners
Comments on blogs, television, newspapers
Gadgets
Number of vi...
Conclusion
Integrated Campaign
 Website
 Social Network
 Intestinfo truck
 Posters
 Search Engine Advertising
 Flyer...
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Campaign: Association for colorectal cancer prevention

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In het kader van een Europees project tegen darmkanker hebben wij dit campagnevoorstel ontworpen.

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Campaign: Association for colorectal cancer prevention

  1. 1. Association for Colorectal Cancer Prevention Annelies Prinsen, Diederik Robinne, Jonas Van Rossum, Sylvie Vanmechelen, Stephanie Wilmer
  2. 2. Table of content Objectives Strategy Creative brief Creative execution Media recommendations Measures
  3. 3. Objectives % of total Incidence Mortality % Men 54 182.000 80.000 44 Women 46 151.000 68.000 45 Total 100 333.000 150.000 45 Goal No influence Men: 76.440 Women: 63.420 3% less deaths with men and women after 5 years
  4. 4. Objectives Raise chances at recovery How? Finance scientific study Improve quality of life of people with this type of cancer How? Inform and sensibilize Prevent the cancer How? Inform about the importance of early tracing World Cancer day, 4 February 2013
  5. 5. Strategy TARGET GROUP Age Sex Education Race Social Class Religion 50-74 years old Men & Women Not applicable Not applicable We want to make our examination available for everyone thanks to the offer of free screenings Not applicable Age 50-64 years old Attractive target group High wage Leisure Good health Age 65-74 years old Retired Leisure Generous
  6. 6. Strategy PHASE 1: Teasing Posters at: Toilets Elderly homes Hospitals Medical practices Schools CAMPAIGN
  7. 7. Strategy PHASE 2: Disclosure TV commercial Banner CAMPAIGN
  8. 8. Strategy PHASE 3: Inform Intestinfo truck CAMPAIGN
  9. 9. Strategy DURING THE WHOLE CAMPAIGN Website Facebook Search Engine Advertising Flyers Banners CAMPAIGN
  10. 10. Strategy Fear Different types of fear  Delicate subject  Pain and discomfort  Hearing bad news Tagline: “Colorectal cancer.. not that rare, be aware” Logo Campaign KEY INSIGHT
  11. 11. Creative Execution PHASE 1: PRINT & OUTDOOR
  12. 12. Creative Execution http://www.youtube.com/watch?v=xw27X3- WpN8 PHASE 2: TV COMMERCIAL PRINT & YOUTUBE
  13. 13. Creative Execution PHASE 3: INTESTINFO TRUCK
  14. 14. Creative Execution Website http://www.delvenhof.be/accp.html DURING THE WHOLE CAMPAIGN
  15. 15. Creative Execution Flyer DURING THE WHOLE CAMPAIGN
  16. 16. Creative Execution Flyer DURING THE WHOLE CAMPAIGN
  17. 17. DURING THE WHOLE CAMPAIGN Creative Execution Facebook
  18. 18. Creative Execution Search Engine Advertising http://www.delvenhof.be/google.html DURING THE WHOLE CAMPAIGN
  19. 19. Creative Execution Banner DURING THE WHOLE CAMPAIGN
  20. 20. Creative Execution Belgium The Netherlands MEDIA SELECTION: PRINT
  21. 21. Creative Execution Belgium The Netherlands MEDIA SELECTION: PRINT
  22. 22. Creative Execution Belgium The Netherlands MEDIA SELECTION: ONLINE
  23. 23. Creative Execution Belgium The Netherlands MEDIA SELECTION: SOCIAL NETWORK
  24. 24. Media Recommendations PHASE 1: Teaser PHASE 2: Disclosure PHASE 3: Inform PUSH PUSH PUSH Posters Television spot Television spot Banners Banners Print media Print media Flyers Flyers PULL PUSH PULL Social Network Facebook Social Network Youtube + Facebook Social Network Youtube + Facebook Website Website Website Search Engine Advertising Search Engine Advertising Search Engine Advertising Intestinfo truck
  25. 25. Media Recommendations PHASE 1 80% 5% 15% Posters Website SEA MEDIA CHANNELS: %
  26. 26. Media Recommendations 30% 20% 20% 17% 10% 3% TV Banners Print media Flyers SEA Website MEDIA CHANNELS: % PHASE 2
  27. 27. Media Recommendations 30% 3% 5% 15%7% 10% 30% Intestinfotruck SEA Website Flyers Print media Banners Television spot MEDIA CHANNELS: % PHASE 3
  28. 28. Media Recommendations Media January 2012 February 2012 March 2012 April 2012 May 2012 June 2012 July 2012 August 2012 September 2012 October 2012 November 2012 December 2012 Posters Print media Facebook Youtube SEA Television spot Banners Flyers Intestinfotruck Website IMPLEMENTATION
  29. 29. Measures Hospitals Inquiries Own website Google SEA Banners Comments on blogs, television, newspapers Gadgets Number of visitors of Intestinfo truck
  30. 30. Conclusion Integrated Campaign  Website  Social Network  Intestinfo truck  Posters  Search Engine Advertising  Flyers  Banners  …. Adaptable for use in the 27 European countries SYNERGY
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