The Power of Polish: Innovative Campaigns Using Nails for Health Awareness
The territory of public health often grapples with the challenge of effectively communicating critical information to the public. Traditional methods can sometimes feel stale or fail to resonate with target audiences. However, recent campaigns are demonstrating the exciting potential of creative approaches to promote health awareness and empower individuals to take charge of their well-
being.
This weekly edition of our Abbove explores three such campaigns that utilize an unexpected canvas – the human nail – to deliver powerful health messages.
These campaigns demonstrate the immense potential for creative communication in promoting health awareness and empowering individuals to take charge of their well-being.
Case 1
Manicure Against Cancer (Costa Rica)
Nail pattern with each step to perform a breast self-exam to remind women from 20 years on to perform it at least once a month
In Costa Rica, 73% of women know how to perform a self-breast exam. But 49% have never done it. Despite the fact that the media reminds them of it every year.
According to the American Cancer Society, self-exams are recommended once a month starting at age 20. But almost no women do this. This campaign shows the importance of innovative and accessible approaches to promote self-breast exam awareness and encourage women to prioritize their health.
Fundamuro, a women’s foundation in Costa Rica, brought together designers, manicurists, and doctors to create a nail pattern that a the correct steps for doing a self-exam. It also trained manicurists to give recommendations, so that they could be spokeswomen and inform about care and prevention. It took the design to bazaars, cosmetic stores, nail salons, and even supermarkets, so that it could be easily accessible to everyone.
Case 2
Let’s Nail Melanoma (UK)
Campaign raises awareness of acral melanoma through the visual medium of nail sticker
Acral melanoma is a rare form of skin cancer that develops on the palms of the hands, soles of the feet, or under the nails.
This campaign calls on all professionals who look at hands and feet for a living to play a role in making a difference to the lives of patients with acral melanoma. Turning nail technicians, beauty salons, nail art influencers, beauty publishers, and experts from across the into spotters.
Early detection of acral melanoma is the most important determining factor in successful treatment. Medical conditions can present differently in darker skin types and due to the focus on white skin in western dermatology, conditions which affect people with skin of color can often be underrepresented or overlooked.
Case 3
Future You (US)
Making Scary Surgery Sound Appealing: The Grace of Nail Art combined with the Power of Sonic Branding in Healthcare
This campaign explores how visual cues and sonic branding can be powerful tools in the healthcare industry, specifically targeting a demographic often resistant to treatment: women over 40 suffering from bunions. Traditional approaches struggle to overcome their fear of surgery and lengthy recovery times.
The solution? A nail art and a memorable ASMR soundscape. This innovative approach created a magical feeling associated with the Lapiplasty bunion correction procedure. The calming and relaxing sounds, along with a simple and easy-to-remember message, addressed the target audience’s concerns. This unique audio branding not only made the procedure seem less intimidating but also ensured better brand recall – a crucial factor when patients need to ask for the surgery by name.
The results were impressive. With a significant increase in website traffic and inquiries, the campaign effectively reached its target audience and addressed a common barrier to treatment for bunions. This case highlights the potential of sonic branding to revolutionize healthcare communication, making complex medical procedures more approachable and generating trust with patients.
Key Takeaways:
our cut ABBOVE
We saw
Unconventional Channels: These campaigns demonstrated the power of unconventional channels and mediums to reach target audiences, bypassing traditional health communication barriers.
Intersection of Health and Lifestyle: The campaigns effectively bridged the gap between health and lifestyle, making health messages more relatable and engaging to consumers.
Community Engagement: By involving communities, such as manicurists and beauty professionals, these campaigns fostered a sense of ownership and responsibility for health promotion.
We learned that
Target Audience-Centric Approach: Understanding the target audience’s needs, preferences, and behaviors is crucial for campaign success. Therefore tailoring messages to specific demographics is essential.
Leveraging Existing Platforms: Partnering with existing platforms and
influencers can amplify campaign reach and impact.
This encourages us to
Try Experiential Marketing: Creating interactive experiences that engage consumers can enhance brand recall and drive behavior change.
To Evaluate the Use of Alternative Media
To Explore Sonic Branding
Triggers for innovation
How can we leverage everyday routines to subtly integrate health reminders? (e.g., nail polish with UV indicator for sun protection or a watch band with a self-exam checklist)
How might we utilize sensory experiences beyond sight and sound to promote health awareness?
How can we empower individuals to take charge of their health by providing them with user-friendly tools and resources?
What if we involve local businesses in promoting healthy lifestyles within the community – beauty salons for example?
What are the barriers to community involvement in health initiatives and how can we overcome them?
ABBOVE TEAM