Harnessing Public Spaces for Health Advocacy: Innovative Campaigns That Spark Conversations
In recent years, healthcare companies have increasingly recognized the power of public spaces and streets as platforms for fostering public discourse on critical health issues.
Several noteworthy campaigns serve as prime examples of this trend, addressing topics such as depression, body image anxiety, high cholesterol, and medical research funding.
By strategically placing impactful visuals and thought-provoking messages in areas where people gather, these campaigns break societal taboos, challenge norms, and foster a more informed and engaged public discourse on health-related issues.
Case 1
THE LAST PHOTO (UK)
UK charity Calm uses the scale and reach of a TV broadcaster (ITV) to challenge the misconceptions about the signs of suicide
Grand Prix (Film), Gold (Health & Wellness), Outdoor and Brand Experience & Activation, @ 2023 Cannes Lions Yellow Pencil (Film, Media and Press and Outdoor) 2023 D&AD Awards Gold (Events) 2023 Clio Awards
Brief Description
In June 2022, the UK suicide prevention charity CALM collaborated with ITV to organize an outdoor exhibition on London’s South Bank. The exhibition featured 50 large portraits of individuals who had taken their own lives, with the aim of challenging misconceptions about suicide.
These portraits depicted people appearing happy, seeking to highlight that suicidal feelings may not always be apparent from outward appearances. A 90-second TV commercial accompanied the exhibition.
Why is it significant?
It generated conversation and awareness about the different indicators of suicidal ideation, aside from stereotypes. Mobilization was also high: the exhibition attracted 500,000 visitors in 7 days, and donations increased by 400%.
The campaign generated a 33% increase in online conversations about suicide. Since the campaign launched, CALM has prevented 161 deaths (measured via the CALM helpline).
While the CALM x ITV “The Last Photo” campaign utilized impactful visuals in public spaces, it notably relied entirely on earned media rather than paid media.
This means they didn’t pay for traditional advertising like TV slots or online ads. Instead, the campaign relied on the power of the message and its inherent newsworthiness to generate organic media coverage across various platforms, including news articles, social media discussions, and public dialogues.
Case 2
INJECTABLE BILLBOARDS (CANADA)
Dove makes a billboard out of syringes to pierce toxic beauty trends among teens
Brief Description
Even though their faces are still developing, an alarming number of 14-to-17-year-olds are resorting to extreme measures to alter their appearances. The rapid rise of botox and fillers among teens has prompted Dove to create a bold out-of-home (OOH) activation made up entirely of needles. The idea is to raise awareness of the facts, ignite a conversation, and lead to real action.
Why is it significant?
It is impossible to ignore or not comment on this project. The initiative is part of the Dove Self-Esteem Project (DSEP) mission to improve young people’s self-esteem and body image. Part of that mission involves exposing the harmful nature of beauty ideals and their negative impact on youth.
Case 3
THE COLLAPSE (SPAIN)
Daiichi Sankyo puts cholesterol clogs the streets of Spain
Brief Description
The idea was to make the high cholesterol problem visible to clearly show society the risks of high cholesterol levels in our arteries.
So they took the problem to the streets, creating an environmental campaign with the same effect as cholesterol in our arteries: obstruction.
Why is it significant?
High cholesterol affects millions of people in Spain, and its presence in the arteries is one of the leading causes of death, with 120,000 a year.
The campaign uses a unique and visual approach to represent the high cholesterol issue. By “collapsing” structures on the streets, it provides a tangible and easily understandable metaphor for what high cholesterol does to arteries.
This visual representation can make a complex health issue more accessible to the public.
It creatively and effectively addresses a critical health issue, makes it visible and relatable to the public, promotes awareness and prevention, and engages people in conversations about cardiovascular health. It demonstrates how innovative approaches can communicate important health messages to the public.
Case 4
DISEASES DILEMMA (Australia)
Medical research organization poses as charity Sophie’s Choice, leading to AU$19m ($13.8m) in donations.
Brief Description
The Garvan Institute of Medical Research in Australia aimed to raise awareness, consideration, and funding for its cause among many disease-related charities. They launched “Disease Dilemmas,” a campaign showcasing real people with different diseases, posing tough questions about which condition deserved support.
The campaign presented pairs of individuals with distinct diseases, encouraging viewers to decide which should receive donations.
Launched across various media channels, including print, TV, digital, and outdoor spaces, the campaign ended in July. Each ad featured a QR code linking to a donation page.
Why is it significant?
It is a creative and effective initiative that raised funds and prompted meaningful discussions about supporting medical research that can simultaneously benefit multiple diseases.
The unique approach, simplicity in messaging, and multichannel strategy contributed to the efficiency.
Key Takeaways:
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We saw
Groundbreaking health advocacy campaigns that use public spaces to spark conversations on crucial health issues how strategically placed impactful visuals and thought-provoking messages are able not only to capture attention but also to challenge societal norms and foster informed public discourse.
The potential power of impactful messaging to reach a broad audience and generate meaningful results, even without paid advertising.
We learned that
Public spaces offer a dynamic canvas for innovative health advocacy. The diversity of topics, from mental health to body image and cholesterol, highlights the versatility of public spaces in addressing a wide range of health concerns.
These campaigns’ success is measured in increased awareness and tangible outcomes, such as a rise in donations, prevention of deaths, and heightened engagement in conversations about critical health issues.
This encourages us
To reimagine health advocacy strategies by going beyond traditional channels and bringing health conversations to the streets, making them more accessible and engaging for the public.
To recognize the potential of public spaces as powerful platforms for initiating dialogues that can reshape societal perspectives on health issues and drive positive change.
Triggers for innovating
What if we reimagined pharmaceutical marketing strategies to prioritize public engagement through impactful and thought-provoking visuals, creating a space for dialogue and understanding on health issues, much like the innovative campaigns we’ve seen?
How can we harness the emotional impact of outdoor exhibitions to create immersive and empathy-driven experiences that raise awareness and contribute to preventing and supporting health/ mental health challenges?
What if we adopted a multisensory approach in our awareness campaigns, considering the power of visual metaphors to make intricate health topics more accessible and resonate with a broader audience?
How might we leverage public spaces to destigmatize mental health and encourage open conversations, drawing inspiration from the “Last Photo” campaign’s success in challenging misconceptions about suicide and significantly increasing awareness?
How might we use bold and attention-grabbing out-of-home activations, similar to the “Injectable Billboards” initiative, to address pressing issues among diverse demographics, especially the youth?
How can we implement interactive and engaging campaigns to actively involve the public in decisions that impact the future of healthcare and disease prevention?
Following Daiichi Sankyo’s “The Collapse” campaign, how might we creatively visualize complex health issues to make health risks and conditions more tangible and relatable to the public, driving awareness and encouraging preventive measures?
ABBOVE TEAM