EFCCE Campaign: Small Effort, Big Bonus

Small effort, big bonus.

Picture taken at Rimpelrock Hasselt, 2006

Rita, 62 likes to wave herarms enthusiastically Picture taken at Rimpelrock Hasselt, 2006

Tanja, 51loves to dance energetically, like nobody’s watching Picture taken at Rimpelrock Hasselt, 2006

Ronnie, 71thinks being at festivals isthe same as watching telly Picture taken at Rimpelrock Hasselt, 2006

With a target audience this big, we decided to narrow it down a bit ...50 - 74 year olds are two target audiences Picture taken at Rimpelrock Hasselt, 2006

Younger, dynamic and more active part of the original target group50 - 64 year olds, let’s call them active enjoyers Picture taken at Rimpelrock Hasselt, 2006

Reasons to narrow it downThe 50 - 64 group:1. will be addressed too, in the long term.2. feel healthy and cancer does not concern them.3.3. have a faster cell renewal system.

IssuesCognitive Psychological Functional Social

Let’s turn problems into opportunities

“If you want people to change their behaviour, you needto remove the boundaries concerning the subject.” From: All Marketers Are Liars (Tell Stories)

“Perhaps the most challenging aspect of social marketing [...] is that it reliesheavily on “rewarding good behaviors” rather than “punishing bad ones”. From: Philip Kotler, book Social Marketing

“If you’re trying to persuade people, it seems to me you should use theirlanguage, the language they use every day, the language in which they think.” David Ogilvy, advertising executive

“People of 50-64 years old are a very active generation.Theytravel, go out with friends, do sports and enjoy themselves.” Regina Vuerinckx, social marketer Baby Boomer surfer heads for the waves at Del Mar, California

We’ve taken our biggest insight from our daily lives.

Insight: people feel younger than they actually are.In order to illustrate that, we’ve made a little movie - which is too large for Slideshare.

ChallengeWhat creative ideas do we need? start a conversation let people talk about a serious subject in a fun way empower them to be the hero in their own stories

Prioritized objectives1. Increase awareness of 3. Address misperceptions aboutcolorectal cancer by 45%. the disease and screening.2. Lower the existing barriers 4. Persuade to get screened.to do the screening.

2 messages Awareness What’s coloncancer? FacilitationWhat can I do about it?

Tone of voiceActive, enjoying, ambitious, encouraging, lively, empathetic, self-identiﬁable and funny.

Concept: what would you do if you had more time in your life? Our concept is a question. - again, video too big for Slideshare

FranceItaly What would you do withUnited Kingdom more time in your life? Their favourite soap series doctor through a variety of channels.Denmark They give some nice suggestions, but encourage our target group to share an even nicer answer.Slovenia

VisualCopy humour to make a difﬁcult topic like colorectal cancer somewhat lighter.

So what would we do with more time in our lives?

“With more time, I would like to explore more music festivals, and not just in Small effort, big bonus.Belgium or even Europe. I would go all the way. Including America and Australia.” Jacob Bernaerts @Jacob_Be

“With more time in my life, I would try to manage a campaign concerning allmisperceptions about Muslim women wearing veils. Including research in Arabic.” Samira Taârabti @SamiraTaarabti

“With more time in my life I want to improve my designing skills. Including following every possible tutorial online.” Amy van der Plas @Amy_de_Pemie

“With more time, I would go on a trip to London every year and not leave the cityuntil I’ve had a little chat with 10 taxi drivers. Including trafﬁc congestions.They’ve got great insights.” Thomas Waegemans @tommustweets

#thanksSmall effort, big bonus.

EFCCE Campaign: Small Effort, Big Bonus

by Jacob Bernaerts

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EFCCE Campaign: Small Effort, Big Bonus Presentation Transcript