Beware What You Share (New Zealand)
Sanofi's disgustingly successful campaign aimed to 18-25 in New Zealand encourage vaccination
Brief Description
Students living in close quarters on college campuses share a lot: bathrooms,
toothbrushes, peanut butter, saliva and more. What they don’t realize is they might also be sharing the germs that cause meningococcal disease.
Sanofi launched a social campaign to raise awareness about this health risk by tapping into the audience’s ASMR (autonomous sensory meridian response) obsession. However, instead of soothing sounds, the campaign used disruptive noises like slurping and licking, accompanied by vivid animations, to underscore the gross and hazardous nature of their unwitting “sharing.” The unsettling impact of these sounds lingers, serving as a reminder of the potential risks.
Why is it significant?
This campaign educates a high-risk population, employs an innovative approach to grab attention, and ultimately contributes to better public health outcomes by promoting awareness and prevention.