Toronto Public Health

 

Challenge

Health communications are difficult at best. Rarely do people want to acknowledge health issues, let alone admit their own vulnerabilities. Chlamydia represents a curable infection but a difficult one to detect.

Toronto Public Health faced rising cases of Chlamydia in priority neighbourhoods around Toronto. However, awareness of the Sexually Transmitted Infection (STI)  was extremely low among those most vulnerable. Penetrating the resistance of individuals in these target neighbourhoods would require much more than a cursory understanding of the communities. It would require an extremely deep understanding based on first hand networks and the ability to leverage thems to build ‘real’ trust and awareness.

Solution

Leveraging our experience navigating the social complexities governing decision making in these neighbourhood communities, we set out to anchour the campaign to a key trigger within these particular communities – style. With a nod to two key fashion staples – the fitted cap and the hand bag – the campaign twisted the iconic nature of these pieces by demonstrating that an individual’s health is just as important as style.

Integrated with both offline and online executions, the campaign involved focus groups, innovative proximity marketing using bluetooth technology, authentic celebrity guest speakers, and health giveaways.

Results

The campaign delivered the following results for Toronto Public Health:

• Increased # of reported cases for Chlamydia in priority neighbourhoods
• TV coverage of events and the proximity marketing component
• Increased trust among youth and Toronto Public Health in priority neighbourhoods

 

 

 

 

This entry was posted on Thursday, August 18th, 2011 at 10:59 am. It is filed under Case Studies. You can follow any responses to this entry through the RSS 2.0 feed.