Tag: Anti-Stigma
The Power of Subtlety: How Less Can Be More in Healthcare/Pharma Advertising
The health and pharmaceutical industry has a lot to communicate – product features, benefits, and sometimes even delicate topics. And, traditionally, healthcare advertising relies on a direct approach, which not always results in enjoyable or memorable ads for the viewers.
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Beyond Stigma: Innovative Guerrilla Strategies in Health Awareness
In the context of health awareness campaigns, a powerful and often unconventional approach has emerged—guerrilla tactics designed to confront and dismantle the stigma surrounding sensitive health issues. These campaigns aim to raise awareness about topics considered taboo or laden with societal discomfort, employing inventive and attention-grabbing strategies that capture public attention.
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Quick Case – SUPERHUMANS (UK)
In 2021, UK public broadcasting network Channel 4 launched the third iteration of its Superhumans campaign to promote its coverage of the 2020 Tokyo Paralympic Games – a competition it has broadcast since the London Games in 2012. The campaign had two goals, which Channel 4 has been working towards refining since the London Games in 2012: to garner an audience for the Paralympic Games and to change people’s attitudes about disabilities, especially in sports.
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