THE POWER OF CREATIVITY IN HEALTH: STORIES THAT REDEFINE PREVENTION
Campaigns focused on reversing habits of healthcare neglect and preventive screening delays play a pivotal role in fostering a culture of proactive health management.
These initiatives serve as crucial reminders that stress the importance of scheduling regular check-ups and screenings and taking preventive measures. By using creativity to raise awareness about the detrimental consequences of neglecting health concerns and postponing essential medical appointments, these campaigns aim to empower individuals to take charge of their well-being.
Encouraging timely consultations and proactive health behaviors not only aids in the early detection of potential health issues but also significantly contributes to better health outcomes, fostering a healthier and more resilient society overall.
Case 1
THE POSTPONED DAY (ARGENTINA)
LALCEC postpones International Breast Cancer Day to encourage women to get their breasts checked for cancer
Brief Description
It is known that 70% of Argentinean women over 40 postpone mammogram appointments.
In 2022, to make a statement about women putting off their annual mammograms, NGO LALCEC (Argentine League for the Fight Against Cancer) postponed its International Breast Cancer Day campaign, originally scheduled for October 19th, to November 1st.
Thirty other CSOs joined LALCEC’s initiative. The Postponed Day campaign ran every day until November 1st across social media and 50 media outlets using the hashtag #Don’tPostponeYourself.
Why is it significant?
The project generated an increase of 300% in the rate of exams taken throughout the campaign period, alongside a 260% increase in news and PR coverage of International Breast Cancer Day compared to previous years.
The campaign reached 40.6 million users from organic growth and PR and influencer boosting and helped change how Argentinians view mammograms.
Case 2
NON FUNGIBLE TESTICLES (US)
Movember movement uses NFTs to raise awareness of the risks of testicular cancer and promote regular checks
Brief Description
Movember has launched a non-fungible token (NFT) collection, which the charity believes is the first that could help save lives through increased awareness of testicular cancer.
The charity has named the cryptocurrency token the Non-Fungible Testicles.
Owners of the Non-Fungible Testicles will be rewarded for checking on them, and the NFT will change depending on how often the owner does so.
Why is it significant?
Younger men are most at risk. Movember found a new, fun, innovative way to reach this audience. They gamified ownership, building in regular checks that can unlock rare bonus traits on each NFT. Check-in on your balls and get rewarded. Ignore them; they lose value, just like in real life.
Movember’s introduction of the “non-fungible testicles” NFT collection represents an innovative approach, leveraging gamification to drive awareness and prevention efforts against testicular cancer.
By transforming routine self-checks into a rewarding experience for owners, where regular monitoring directly influences the NFT’s attributes, Movember creatively engages a younger demographic.
This gamified initiative captures attention and effectively communicates the importance of consistent self-examinations for early detection, making a notable impact in promoting proactive health practices within the community.
Case 3
THE CANCER SUTRA (US)
Stupid Cancer Inc.: the world’s first Kama Sutra designed to help you look for early signs of cancer in someone else
Brief Description
This product consists of thirty-two positions, covering a range of partnerships (male/ female, female/female, male/male), spread out between four types of cancer — skin, breast, testicular, and prostate.
Cancer Sutra is, at its core, a simple reminder to get yourself checked regularly — and, of course, to check your partner. It tells people that if there is no incentive to check themselves, they could always check someone they love (and have a good time of it, too).
Through a combination of tone and style, this unique approach brings much-needed levity to a conversation that has always been riddled with fear and anxiety, easily prompting open discussion about early detection.
The project introduced the partner check, which innovates early at-home detection and provides younger generations with information on what to look for in themselves. The funding collected from the project goes towards Stupid Cancer’s continued program development in early detection awareness and education.
Why is it significant?
The Cancer Sutra initiative serves as a gentle yet effective reminder for regular self-checks, emphasizing the importance of personal health vigilance. It creatively introduces the concept of partner checks, encouraging individuals to engage their loved ones in cancer prevention fostering a more relaxed and enjoyable approach to a typically difficult conversation.
The project’s tone and style bring a refreshing lightness to a traditionally serious and anxiety-laden topic, encouraging open discussions about early detection. This shift in approach makes conversations about cancer detection easier, ultimately breaking down barriers to dialogue.
Key Takeaways:
our cut ABBOVE
We saw
Creative approaches to promote health checkups and address the issue of
delayed or overlooked cancer screenings.
Ways to engage individuals in a manner that transcends rationality and the
traditional medical conversations.
Ideas that transform routine health check-ups or examinations into engaging
and rewarding experiences incorporating gamification and a playful tone.
We learned that
That it is possible to destigmatize and ease anxiety around cancer detection by using creative strategies that somehow reward patients (as seen in both NFT and Cancer Sutra projects).
This encourages us
To encourage people to take an active role in their health by making the experience more enjoyable and relatable.
Triggers for innovating
How might we reframe the patient experience through creative interventions, fostering a sense of empowerment and ownership in their healthcare journey?
What if we reimagined preventive healthcare as a delightful and rewarding journey rather than a daunting obligation for individuals?
How can we infuse storytelling into healthcare marketing, amplifying the narrative of proactive health practices and early detection in a compelling and relatable manner?
What if we explored unconventional collaborations or partnerships to create a paradigm shift in raising awareness and destigmatizing health screenings?
How can we integrate elements of play and curiosity into healthcare marketing strategies to encourage consistent and proactive health monitoring?
How might we bridge the gap between traditional healthcare norms and innovative, creative approaches to inspire a cultural shift toward embracing proactive health behaviors?
ABBOVE TEAM