for

Small effort, big bonus.

Picture taken at Rimpelrock Hasselt, 2006

Picture taken at Rimpelrock Hasselt, 2006

Rita, 62 likes to wave her

arms enthusiastically

Picture taken at Rimpelrock Hasselt, 2006

Tanja, 51 loves to dance energetically,

like nobody’s watching

Picture taken at Rimpelrock Hasselt, 2006

Ronnie, 71 thinks being at festivals is

the same as watching telly

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

Picture taken at Rimpelrock Hasselt, 2006

Younger, dynamic and more active part of the original target group

50 - 64 year olds, let’s call them active enjoyers

3.

Reasons to narrow it down

The 50 - 64 group:

1. will be addressed too, in the long term.

2. feel healthy and cancer does not concern them.

3. have a faster cell renewal system.

Cognitive Psychological

Functional Social

Issues

Let’s turn problems into opportunities

“If you want people to change their behaviour, you need to remove the boundaries concerning the subject.”

From: All Marketers Are Liars (Tell Stories)

“Perhaps the most challenging aspect of social marketing [...] is that it relies heavily 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 their language, 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.They travel, 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 objectives

1. Increase awareness of colorectal cancer by 45%.

2. Lower the existing barriers to do the screening.

3. Address misperceptions about the disease and screening.

4. Persuade to get screened.

AwarenessWhat’s coloncancer?

FacilitationWhat can I do about it?

2 messages

Active, enjoying, ambitious, encouraging, lively, empathetic, self-identifiable and funny.

Tone of voice

Concept: what would you do if you had more time in your life?Our concept is a question.

- again, video too big for Slideshare

They give some nice suggestions, but encourage our target group to share an even nicer answer.

Their favourite soap series doctor through a variety of channels.

What would you do with more time in your life?

France

Italy

United Kingdom

Denmark

Slovenia

Copy

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

Visual

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

Small effort, big bonus.“With more time, I would like to explore more music festivals, and not just in 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 all misperceptions 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 city until I’ve had a little chat with 10 taxi drivers. Including traffic congestions.They’ve got great insights.”

Thomas Waegemans@tommustweets

Small effort, big bonus.

#thanks