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EFCCE Campaign: Small Effort, Big Bonus


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The campaign me and my team made for the EFCCE student competition. The goal: creating awareness concerning colorectal cancer and encourage people to have themselves screened. This campaign was the second best out of 66 participant teams and got me an outstanding 18/20 (highest distinction) as it was also my graduation project at school.

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EFCCE Campaign: Small Effort, Big Bonus

  1. 1. for
  2. 2. Small effort, big bonus.
  3. 3. Picture taken at Rimpelrock Hasselt, 2006
  4. 4. Rita, 62 likes to wave herarms enthusiastically Picture taken at Rimpelrock Hasselt, 2006
  5. 5. Tanja, 51loves to dance energetically, like nobody’s watching Picture taken at Rimpelrock Hasselt, 2006
  6. 6. Ronnie, 71thinks being at festivals isthe same as watching telly Picture taken at Rimpelrock Hasselt, 2006
  7. 7. 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
  8. 8. 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
  9. 9. 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.
  10. 10. IssuesCognitive Psychological Functional Social
  11. 11. Let’s turn problems into opportunities
  12. 12. “If you want people to change their behaviour, you needto remove the boundaries concerning the subject.” From: All Marketers Are Liars (Tell Stories)
  13. 13. “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
  14. 14. “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
  15. 15. “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
  16. 16. We’ve taken our biggest insight from our daily lives.
  17. 17. 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.
  18. 18. 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
  19. 19. 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 do the screening.
  20. 20. 2 messages Awareness What’s coloncancer? FacilitationWhat can I do about it?
  21. 21. Tone of voiceActive, enjoying, ambitious, encouraging, lively, empathetic, self-identifiable and funny.
  22. 22. Concept: what would you do if you had more time in your life? Our concept is a question. - again, video too big for Slideshare
  23. 23. 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
  24. 24. VisualCopy humour to make a difficult topic like colorectal cancer somewhat lighter.
  25. 25. So what would we do with more time in our lives?
  26. 26. “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
  27. 27. “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
  28. 28. “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
  29. 29. “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
  30. 30. #thanksSmall effort, big bonus.