Shock Tactics: How Unconventional Methods Are Changing Men’s Health
When it comes to public health, effective communication is key to driving positive health behaviors. These three case studies offer valuable insights into how creative messaging and strategic approaches can influence vaccination rates. From reframing the conversation around shingles to transforming a brand name into a verb, these campaigns demonstrate the power of storytelling and cultural relevance in promoting health and well-being.
As we navigate an ever-evolving healthcare landscape, these examples provide valuable inspiration to create impactful and effective campaigns that resonate with their target audiences. By understanding the importance of storytelling, cultural relevance, and innovative messaging, we can continue to drive positive health outcomes and improve the lives of millions.
Case 1
Test-Icles (MEXICO)
A pregnancy test that can save men’s lives
This groundbreaking campaign is the first initiative to use pregnancy tests for early detection of testicular cancer – with a self-exam at home.
Pregnancy tests detect a hormone called hCG (human chorionic gonadotropin beta subunit). While this hormone is linked to pregnancy, it can also be a sign of certain testicular cancers.
Early detection is key for testicular cancer, which strikes thousands of men every year. Here’s the shocker: young men between 15 and 35 are at the highest risk. This common test has the potential to be a lifesaver for many men.
The humor, language, animation style, and the very unassuming idea of using a pregnancy test to detect testicular cancer all work together to bring the message closer to the young audience and encourage action.
Case 2
The Other Prostate Check (UK)
Forget the Finger: Prost8 Tackles Prostate Cancer with a Humorous Punch
12,000 men every year in the UK die from a treatable illness. Prostate cancer. One of the main reasons is that men often avoid the test, thinking it involves a finger up their backside. But it doesn’t anymore. There’s an alternative – a simple blood test taken from the arm.
Knowing this can be the difference between life and death and Prost8 wanted to make as many men aware as possible. So, for Prostate Cancer Awareness Month, we showed the misconception in a visual way, encouraging men to see prostate tests differently.
Prost8’s campaign is significant because it tackles a serious issue – low prostate cancer screening rates – with a lighthearted approach. By addressing the common misconception that prostate exams always involve an uncomfortable procedure, the campaign encourages men to consider a simple, alternative blood test.
This humorous approach grabs attention and dispels a key barrier to potentially lifesaving screenings, ultimately promoting early detection and better health outcomes for men.
Case 3
LIVER CHECK (POLAND)
Bypass Denial: Sanofi Uses Humor to Get Polish Men Talking Health
Polish men die 8 years earlier than women because they don’t care about their health. They don’t want to hear about their unhealthy lifestyle. They do, however, care a lot about their cars. So, we had to approach them in a way they would respond to. Sanofi created a “Liver Check” during the car inspection to humorously encourage men to take care of their health just as well as they care for their cars.
The campaign has been a resounding success in Poland. Over 64,000 liver tests have been conducted thanks to the initiative, generating over 200 million overall impressions and garnering coverage in over 800 media publications. Most importantly, the campaign has demonstrably shifted public perception, with awareness of the importance of liver care increasing by a staggering 318% within Poland.
Sanofi’s “Liver Check” campaign tackled the gender health gap in Poland. By using humor to overcome denial and a culturally relevant car maintenance analogy, they aimed to nudge men towards preventive healthcare promoting a positive shift in behavior.
Key Takeaways:
our cut ABBOVE
We saw
Innovative Use of Familiar Objects: All three campaigns utilized unexpected objects (pregnancy tests, car inspections) to deliver important health messages.
Humor and Storytelling: Each campaign employed humor and storytelling to make their messages more relatable and engaging.
Addressing Taboos and Stigmas: The campaigns effectively tackled societal barriers that often prevent men from seeking healthcare.
We learned
The Power of Unconventional Approaches: Using unexpected elements can capture attention and break down barriers.
The Importance of Cultural Relevance: Tailoring campaigns to specific cultural contexts can increase their effectiveness.
The Role of Humor: Humor can make serious health topics more approachable and engaging.
This encourages us to
Explore Unconventional Approaches: Consider using unexpected elements in marketing campaigns to capture attention and break down barriers.
Leverage Humor and Storytelling: Incorporate humor and storytelling into campaigns to make health messages more relatable and engaging.
Prioritize Cultural Relevance: Tailor campaigns to specific cultural contexts to ensure they resonate with target audiences.
Address Taboos and Stigmas: Be mindful of societal barriers and develop strategies to overcome them.
Triggers for innovation
How can we better address the societal barriers and stigmas that prevent men from seeking healthcare?
What if we could partner with sports organizations to promote men’s health and wellness through initiatives like health screenings and educational campaigns?
How can we incorporate humor and storytelling more effectively into our marketing campaigns to make health messages more relatable and engaging for men?
How might we partner with influencers and celebrities to promote men’s health and challenge traditional gender stereotypes?
What if we could use virtual reality to simulate the experience of undergoing a health screening, making it less intimidating for men?
How might we develop mobile apps and digital tools that make it easier for men to access health information and resources?
How can we leverage unconventional objects and surprising elements to create more engaging and memorable marketing campaigns for men’s health?
ABBOVE TEAM