Tour n’ Cure launched #StopTheWait campaign starring Lionel Messi.

March 16, 2017June 12, 2017
Eugenia Nazarova

If you’re looking for an interesting example of medical tourism campaign, Tour n’ Cure’s #StopTheWait is definitely worth your attention. #StopTheWait is an initiative launched to eradicate Hepatitis C worldwide. In collaboration with Leo Messi, Barcelona star and #TourNCure’s Global Ambassador, the campaign is sure to get more resonance. To learn more, go on reading!

Medical tourism has gained popularity in recent years as people decide to get medical treatment abroad as an alternative option for high quality and affordable healthcare, and absence of waiting lists. They can also enjoy the opportunity to travel overseas.

Developing a solid marketing strategy to increase brand awareness and consumer engagement is vital for any business, and medical tourism industry is no exception. Among noumerous marketing techniques that can be used, digital marketing is considered to be one of the best and effective tools for medical tourism. It allows you to better reach the right target audience with the right messaging and enables to measure the direct effectiveness of the ads. It raises the chances that the right person sees the right ad at the right time. It also expands your service to the regional, national and international market.

With digital marketing tools you can encourage your target audience to take action, visit your website to get more information about your products/services and provide feedback, and by using social media share buttons on your website or social media channels, visitors can share your content fairly quickly. It is important to create a powerful content that people can comment on and share online all the time.

Social media is also a great method that helps you successfully connect with your audience through e-mail, invite people to join your Facebook page or community.

Tour n’ Cure #StopTheWait (via)

Here is an example of digital marketing campaign that was created by BBDO Egypt for Prime Pharma’s Tour n’Cure #StopTheWait initiative in partnership with the Leo Messi Foundation aiming to lead the global effort to get rid of Hepatitis C.

In particular, the ad starts with the voiceover telling that a lot has happened in the past two years, showing Messi as an example. For this period of time he lost some finals and won some more, he scored 120 goals with the support of his team, he traveled the world in 64 days, got bunch of titles, he got injured, cured and healed, but in the meantime Melanie has been waiting just like 100 million like her who are forced to wait over two years to start their treatment for Hepatitis C.

Then Messi appears saying ‘Everything that I’ve achieved in the past two years wouldn’t make sense if we couldn’t work together to change Melanie’s life and others like her. No one should wait for the treatment. #StopTheWait.’ It’s essential that we should act like Messi!

The ad finishes with the text line ‘Come to Egypt for an affordable cure with zero waiting time. Start your treatment now www.tourncure.com’

If you’re curious you can also watch the campaign on Social Media Channels such as Facebook, Twitter and Instagram.

As Tour n’ Cure website regards ‘For every 1,000 supporters to the #StopTheWait cause, Tour n’ Cure will provide free treatment to one patient.’

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To my mind, it is a great campaign with a strong message. Let’s put an end to the waiting lists of people waiting for medication. #StopTheWait.” What do you think of it? 🙂

Read more about digital marketing campaigns

P&G has launched #WeSeeEqual digital campaign linked to International Women’s Day.

March 8, 2017June 13, 2017
Eugenia Nazarova

Procter and Gamble’s new corporate ad campaign was done in support of gender equality and women’s rights because ‘Equal pay doesn’t care who demands it.’

A gender equal world is a better world for all. Through our actions and the conversations that we spark, we aspire to build a better world for all of us — inside and outside of P&G — free from gender bias and with equal representation and an equal voice for women and men. A world where everyone sees equal.

– Procter&Gamble

The spot shows clips of men and women of all ages, including babies and children in situations that can shatter gender stereotypes. For example, we can see a clip of a dad changing a diaper, accompanied by the text line ‘Diapers don’t care who change them’, a young girl of a different race sitting in math class with the text ‘Equations don’t care who solve them,’ an old woman doing a bungee jump ‘Fears don’t care who conquer them’ and so on. The ad finishes with a scene in which a woman encourages her younger co-worker to ‘do it,’ accompanied by the line ‘Equal pay doesn’t care who demands it.’

The ad, done by ad agency Badger & Winters, is set to the 4 Non Blondes song ‘What’s Up’ with the following lyrics ‘ Twenty-five years and my life is still, trying to get that great big hill of hope, for a destination. I realized quickly when I knew I should, that the world is made up of this brotherhood of man for whatever that means… And I pray every single day for a revolution’ which means that all women and girls deserve to be treated with respect and to be valued.

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Enjoy watching this heartwarming ad and share your views 🙂

#CreateCourage no matter what with ‘Rogue One: A Star Wars Story’ new spot.

December 14, 2016December 16, 2016
Eugenia Nazarova

If you are a huge fan of Star Wars, it’s not surprising that you are counting down the days until #RogueOne blasts into cinemas. While waiting, I suggest you watch this touching commercial from the Globe Telecom, Philippines’ leading telecommunications company. May the heartwarming feeling be with you!

You might have heard that the upcoming ‘Rogue One’ is not a sequel to the last year’s ‘The Force Awakens.’ ‘Rogue One’ is the first standalone film in the new Star Wars Anthology series that promises to take you on an all-new epic outer space adventure. In fact, it is set ‘a long time ago, in a galaxy far, far away’ between the events of ‘Revenge of the Sith’ and ‘A New Hope’ and the plot centers around a team of rebels that are on a mission to steal the plans to the Death Star, the Empire’s ultimate weapon, capable to destroy an entire planet. This event, vital in the Star Wars timeline, challenges ordinary people to come together to be courageous and to do extraordinary things, becoming a part of something greater.

Globe Telecom: #CreateCourage – Rogue One: A Star Wars Story (via)

Inspired by the movie, Globe Telecom in partnership with Disney Southeast Asia and Publicis JimenezBasic have launched a new ad that inspires people to #CreateCourage for something greater in a daily life.

The ad focuses on a daily routine of two siblings, an elder brother and his sister, who are both big Star Wars fans. We see a boy in a Star Wars hoodie while a girl in her Stormtrooper helmet which she wears whatever she does, wherever she goes: at school, at home or riding her bike, dancing and even watching a Rogue One. As the story progresses, we find out that she wears it for a reason.

Globe Telecom: #CreateCourage – Rogue One: A Star Wars Story (via)

In the final seconds of the ad we watch her enter the classroom at school. Her classmates in Stormtrooper helmets are rising from their seats, she takes off her helmet and everybody realizes what she hides behind a Stormtrooper helmet. The ad ends with a tagline ‘Create. Courage. Create. Wonderful’ which means that small gestures of kindness and concern can mean so much to people, give them a feeling of support. Actions speak louder than words!

Globe Telecom: #CreateCourage – Rogue One: A Star Wars Story (via)

Enjoy the video 🙂

(via)

The key message of the campaign is to encourage people to donate to the Philippine General Hospital’s pediatric clinic rehabilitation and to lift spirits and give courage to their young patients.

In addition, Star Wars fans can partecipate in a special contest with a chance to win a trip to the Star Wars Celebration 2017 in Florida, USA! To enter they need to post photos of themselves in a Stormtrooper helmet on Facebook or Twitter profiles using the #CreateCourage and #RogueOnePH hashtags and complete this sentence in the caption: “#CreateCourage to __________.” (for more details see Globe’s website) Awesome, isn’t it?

I find this campaign stunning and I think it is so great that brands support a good cause! What do you think of it? 😉

More about Public Interest ads

Put your stuff back to work!

December 7, 2016December 8, 2016
Eugenia Nazarova

This is the title of the Goodwill’s new public service advertisements (PSAs) for the US aiming to encourage people #DonateStuffCreateJobs.

You might have heard of Goodwill (or Goodwill Industries International, Inc.), a network of 164 independent non-profit charitable organizations governed by a voluntary board of directors, operating in the United States, Canada and 13 other countries including South Korea, Venezuela, Brazil and Italy. Goodwill’s mission is to provide job training, employment placement and other community-based services for all job seekers (yourth, seniors, veterans, people with disabilities and other specialized needs) who face employment challenges by selling donated clothing and household goods to Goodwill Retail Stores and shop online. 👠🎸💻

Goodwill: Stiletto (via)

To spread the word about its concept Goodwill in partnership with the Ad Council and ad agency VML New York that created this project pro bono, have launched a new PSA campaign showing people that everybody can do the best to help those in need. It makes all the difference with a simple action.

Goodwill: Guitar (via)

In the spot you can see a series of images that shows miniature figurines in action that are occupied in a variety of skilled jobs, alongside life-size donated items that can help fund job training and placement opportunities in your community. The spot ends with the tagline, “Donate Stuff. Create Jobs.” and direct you to visit Goodwill website to find the nearest Goodwill donation center.

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I find this initiative great. The best thing we all can do is help others reach their dreams. What do you think of it? 😉

More about Public Interest ads

The funnest way for kids to apply sunscreen!

July 6, 2016October 16, 2016
Eugenia Nazarova

The skincare brand Nivea has recently come up with a genius idea to protect children from the sun’s harmful UV rays by creating the SunSlide – an entertaining way to apply sunblock!

With summer in full swing we spend a lot of time outside enjoying good weather and the sunshine, going to the beach and lounging by the pool. However, it is important to be aware how to enjoy sunshine safely and remember that too much exposure to sunlight is harmful as it can cause sunburn, skin and eye damage, and lead to skin cancer in later life.

Research shows that kids are the most vulnerable as they have more delicate and sensitive skin than adults, so their risk of getting sunburnt is much higher. Parents need to be more concerned about their kids health and apply sun protection on their skin regularly. As we all know, getting kids to wear sunscreen is easier said than done. As soon as they arrive at the beach and see the water the last thing they want to do is wait for their sunscreen to be applied.

Nivea: SunSlide (via)

That’s why Nivea with agency FCB Cape Town have created the SunSlide – a water slide that sprays SPF 50 + waterproof sunscreen on the kids as they go down it. According to Nivea, one slide is all it takes to cover over 100 kids per hour!

Moreover, Nivea took good care of the kids. They were given goggles to prevent the sunscreen from spreading into their eyes.

The SunSlide was launched on Camps Bay, South Africa’s most popular beach because, according to the Skin Cancer Foundation, South Africa has the world’s highest rate of skin cancer.

I think it is a great initiative to help combat with skin cancer, isn’t it? 😉

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Creative way to raise public awareness of the importance to protect the nature.

February 9, 2016
Eugenia Nazarova

This month the WWF in the US has released the direct marketing campaign aimed to draw people’s attention to the extinction of animal species worldwide until it is too late.

As the WWF describes on its web site:

Saving nature is at the very heart of what we do as WWF. For more than 50 years, we have made it our mission to find solutions that save the marvelous array of life on our planet by applying the best science available and working closely with local communities.

To make us aware of the gravity of this problem and educate us while there is still time, the WWF has partenered with Post-it and the Miami Ad School to develop this amazing and ingenious campaign.

The idea is as follows: four kinds of special Post-It Notes were created, each with a different image of an endangered species. With each Note discarted, the image of the animal fades gradually before it disappears. In other words, the picture could hardly be recognized at the end. Instead, the critical message appears: ’Extinction starts before we see it coming.’ So we should save endangered animals before they disappear in front of our eyes.

WWF: Extinction (via)

The campaign is simply brilliant! Did you get impressed? 🙂

More about Public Interest ads

More about Direct Marketing campaigns

Do you still want to buy this two euro T-shirt?

November 10, 2015September 7, 2016
Eugenia Nazarova

Fashion Revolution, a non-profit organization, has conducted a social experiment in Berlin to show people the true cost of cheap fashion clothes.

When it comes to fashion, we’re eager to look stylish but not everyone can afford to spend much money on clothes. We always hunt for a great bargain in the sales.

Could you pass by a vending machine that sells T-shirts that cost less than a cup of coffee? It’s impossible to resist buying them, isn’t it? As for me, I could hardly keep myself. But what would you do if you knew about the conditions under which clothes were made?

To help answer the question let’s see a social campaign that was held by Fashion Revolution in collaboration with BBDO Berlin to raise awareness about the real cost of clothes at a bargain.

A vending machine was installed in the centre of Alexanderplatz in Berlin where unsuspecting passersby were offered to buy a T-shirt for just 2€. Think twice.

Fashion Revolution (via)

As soon as they inserted a coin to pay for the item into the machine, the display automatically played a video showing horrible working conditions on textile factories where women and children have to work for 16 hours a day for just 13 cents an hour. The video is accompanied by a phrase: ‘Do you still want to buy this 2€ T-shirt?’ and after a few seconds the options to ‘buy or donate‘ appear on the screen.

Fashion Revolution (via)

It’s not surprising that about 90% of the passersby decided against a purchase. They prefered to donate.

Fashion Revolution (via)

The video ends with the message: ‘People care when they know,‘ encouraging people to be more socially active and make brands take responsibility for their actions.

And what would you do?

Watch the video below:

(via)

Read more about public interest campaigns

Pharmacists offer more than just help with medications.

April 15, 2015March 25, 2016
Eugenia Nazarova

The Ontario Pharmacists Association in Canada has launch “Pharmacists offer more“ ad campaign to promote and spread awareness of the diversity of their services.

Most people think pharmacists just dispense pills. But they do a lot more. For example, they offer a range of health services so that people get aware of and get support to improve their health and wellbeing.

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Pharmacists are ready to answer your questions and recommend treatment for everyday life, counsel about prescriptions, renew if necessary, advice on natural health products and medical devices.

To help you learn about specific health conditions such as heart disease or diabetes pharmacy hold specialized clinic days that focus on education or risk assessment. If it is clinically appropriate, your pharmacist may choose to change the dose, dosage form, frequency, or route of administration of your prescription to better meet your healthcare needs. Some pharmacies offer medication delivery to patients who live within the pharmacy’s medication delivery zone.

To help people better understand what pharmacists can really do a special wall with a range of blister packages filled with pill-shaped magnets was set up at the Toronto Eaton Centre.

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It allowed people to find out how pharmacists can help them in a very interactive way. Each blister package contains different messagges such as “I can give you your flu shot,” “I can help you manage your diabetes” and “I can help you quit smoking”. What you are required to do is to take the package and ask pharmacists to provide you with necessary information.

Pharmacists offer more (via)

The campaign was developed by ad agency Cossette Vancouver and contained online ads, billboards, bus shelters, radio and print ads in Toronto, Ottawa and several other Ontario cities.

In my opinion the campaign can meet with a positive response and provide people with high quality, accessible and affordable health care and understand that pharmacists offer more than just pills. 🙂

Public interest ads against harassment in the workplace.

April 3, 2015October 21, 2015
Eugenia Nazarova

The Ministry of Labour in Brazil has launched a powerful print ad campaign to fight harassment at work.

The workplace is one of the most important social space where people spend a lot of time. It is essential that companies should create friendly work environment, so that employees can be effective and productive and enjoy what they are doing.

A positive workplace is characterised by respect that supports employee engagement. It also creates a high performance culture that encourages innovation and creativity. Engaged employees are considered to be more motivated and committed.

People who are harassed may suffer distress, anxiety, depression and other serious psychological problems which make them feel unhappy and hate the thought of going to work. They lose confidence. All these affect their work productivity. People make mistakes due to their lack of concentration and motivation.

The Ministry of Labour in Brazil in collaboration with ad agency Escala has created series of print ads aiming to prevent negative work environment and harassment. They also focus on attracting public interest to the problem.

Organogram 1 (via)

Organogram 2 (via)

In all ads work space with an employer and employees accompanied by powerful messages are shown. There are different types of moral harassment that can occur in the workplace such as isolating, threatening, minimazing the potential of employees and offending them, calling them by nicknames like door, briefcase, whale, turtle, donkey and clown.

Organogram 3 (via)

Organogram 4 (via)

At the end of each ad you can see a message “if your boss only respects the organogram, report it”.

It means that if you are harassed or bullied and your boss says nasty things and uses physical violence you should defend your rights and contact an employment lawyer immediately. He can help explain the law and assert your rights in court if needed.

Work off your snack.

March 18, 2015October 21, 2015
Eugenia Nazarova

Independent Health Foundation with University at Buffalo introduced a funny Ambient Marketing campaign to encourage students to select healthy snacks from vending machine. If you prefer something unhealthy, work off your snack.

The initiative was launched at UB to convince their students of starting thinking about making healthy choices while having snacks or lunch on campus. To promote this action a vending machine was installed in Knox Lecture Hall and hidden cameras around it were set up.

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In the first video students are shocked by this vending machine talking and asking them to do 20 jumping jacks, jog in place putting hands up in the air, do push-ups on the floor in front of it before getting their snack. In the second, students are asked to read ingredients of their snacks and get aware how healthy the food they eat is. In the third, students have to make a promise to eat healthier.

All videos ends up with a special message as a healthy reminder: in the first – “2 minutes to eat. 20 minutes to work off”, in the second – “More syllables=less nutrition”, and in the third – “Looks like junk inside. Feels like junk inside”. This concept makes people be aware of what they eat.

When you buy food and cook at home you it is necessary to know what ingredients this product contain. To help identify healthy food, you can visit the IHF’s website where you can find some useful tips with recipes to make the right choice.

Good nutrition is an important part of a healthy lifestyle. Food rich in vitamins and minerals provides you with energy and helps you stay healthy, active, and strong. If you are on a well-balanced diet, you can reduce a risk of various diseases, such as obesity, diabetes, heart diseases, etc.

So it is nessary to provide people with information on health nutrition at a young age that will help them stay healthy throughout their life.