Campaign: Association for colorectal cancer prevention

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

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

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  • 1. Association for Colorectal Cancer Prevention Annelies Prinsen, Diederik Robinne, Jonas Van Rossum, Sylvie Vanmechelen, Stephanie Wilmer
  • 2. Table of content Objectives Strategy Creative brief Creative execution Media recommendations Measures
  • 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. 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. 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. Strategy PHASE 1: Teasing Posters at: Toilets Elderly homes Hospitals Medical practices Schools CAMPAIGN
  • 7. Strategy PHASE 2: Disclosure TV commercial Banner CAMPAIGN
  • 8. Strategy PHASE 3: Inform Intestinfo truck CAMPAIGN
  • 9. Strategy DURING THE WHOLE CAMPAIGN Website Facebook Search Engine Advertising Flyers Banners CAMPAIGN
  • 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. Creative Execution PHASE 1: PRINT & OUTDOOR
  • 12. Creative Execution http://www.youtube.com/watch?v=xw27X3- WpN8 PHASE 2: TV COMMERCIAL PRINT & YOUTUBE
  • 13. Creative Execution PHASE 3: INTESTINFO TRUCK
  • 14. Creative Execution Website http://www.delvenhof.be/accp.html DURING THE WHOLE CAMPAIGN
  • 15. Creative Execution Flyer DURING THE WHOLE CAMPAIGN
  • 16. Creative Execution Flyer DURING THE WHOLE CAMPAIGN
  • 17. DURING THE WHOLE CAMPAIGN Creative Execution Facebook
  • 18. Creative Execution Search Engine Advertising http://www.delvenhof.be/google.html DURING THE WHOLE CAMPAIGN
  • 19. Creative Execution Banner DURING THE WHOLE CAMPAIGN
  • 20. Creative Execution Belgium The Netherlands MEDIA SELECTION: PRINT
  • 21. Creative Execution Belgium The Netherlands MEDIA SELECTION: PRINT
  • 22. Creative Execution Belgium The Netherlands MEDIA SELECTION: ONLINE
  • 23. Creative Execution Belgium The Netherlands MEDIA SELECTION: SOCIAL NETWORK
  • 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. Media Recommendations PHASE 1 80% 5% 15% Posters Website SEA MEDIA CHANNELS: %
  • 26. Media Recommendations 30% 20% 20% 17% 10% 3% TV Banners Print media Flyers SEA Website MEDIA CHANNELS: % PHASE 2
  • 27. Media Recommendations 30% 3% 5% 15%7% 10% 30% Intestinfotruck SEA Website Flyers Print media Banners Television spot MEDIA CHANNELS: % PHASE 3
  • 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. Measures Hospitals Inquiries Own website Google SEA Banners Comments on blogs, television, newspapers Gadgets Number of visitors of Intestinfo truck
  • 30. Conclusion Integrated Campaign  Website  Social Network  Intestinfo truck  Posters  Search Engine Advertising  Flyers  Banners  …. Adaptable for use in the 27 European countries SYNERGY