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Association for Colorectal Cancer PreventionAnnelies Prinsen, Diederik Robinne, Jonas Van Rossum, Sylvie Vanmechelen, Stephanie Wilmer
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 45
Goal No influence Men: 76.440Women: 63.420
3% less deaths with men and women after 5 years
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
StrategyTARGET GROUP
AgeSexEducationRaceSocial Class
Religion
50-74 years oldMen & WomenNot applicableNot applicableWe want to make our examination available for everyone thanks to the offer of free screeningsNot applicable
Age 50-64 years old Attractive target groupHigh wageLeisureGood health
Age 65-74 years old RetiredLeisureGenerous
Strategy
PHASE 1: Teasing
Posters at:ToiletsElderly homesHospitalsMedical practicesSchools
CAMPAIGN
Strategy
PHASE 2: Disclosure
TV commercial
Banner
CAMPAIGN
Strategy
PHASE 3: Inform
Intestinfo truck
CAMPAIGN
Strategy
DURING THE WHOLE CAMPAIGN
WebsiteFacebookSearch Engine AdvertisingFlyersBanners
CAMPAIGN
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
Creative ExecutionPHASE 1: PRINT & OUTDOOR
Creative Execution
http://www.youtube.com/watch?v=xw27X3-WpN8
PHASE 2: TV COMMERCIAL PRINT & YOUTUBE
Creative ExecutionPHASE 3: INTESTINFO TRUCK
Creative Execution
Websitehttp://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
Creative Execution
Search Engine Advertisinghttp://www.delvenhof.be/google.html
DURING THE WHOLE CAMPAIGN
Creative Execution
Banner
DURING THE WHOLE CAMPAIGN
Creative Execution
Belgium The NetherlandsMEDIA SELECTION: PRINT
Creative Execution
Belgium The NetherlandsMEDIA SELECTION: PRINT
Creative Execution
Belgium The NetherlandsMEDIA SELECTION: ONLINE
Creative Execution
Belgium The NetherlandsMEDIA SELECTION: SOCIAL NETWORK
Media Recommendations
PHASE 1: Teaser PHASE 2: Disclosure PHASE 3: Inform
PUSH PUSH PUSHPosters Television spot Television spot
Banners Banners
Print media Print mediaFlyers Flyers
PULL PUSH PULLSocial Network Facebook Social Network Youtube +
FacebookSocial Network Youtube + Facebook
Website Website WebsiteSearch Engine Advertising Search Engine Advertising Search Engine Advertising
Intestinfo truck
Media Recommendations
PHASE 1
80%
5%
15%PostersWebsiteSEA
MEDIA CHANNELS: %
Media Recommendations
30%
20%20%
17%
10%
3%
TVBannersPrint mediaFlyersSEAWebsite
MEDIA CHANNELS: %
PHASE 2
Media Recommendations
30%
3%5%
15%7%
10%
30% IntestinfotruckSEAWebsiteFlyersPrint mediaBannersTelevision spot
MEDIA CHANNELS: %
PHASE 3
Media Recommendations
MediaJanuary
2012February
2012March 2012
April 2012
May 2012
June 2012
July 2012
August 2012
September 2012
October 2012
November 2012
December 2012
PostersPrint media
FacebookYoutube
SEATelevision spot
BannersFlyers
Intestinfotruck
Website
IMPLEMENTATION
Measures
Hospitals
Inquiries
Own website
Google SEA
Banners
Comments on blogs, television, newspapers
Gadgets
Number of visitors of Intestinfo truck
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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