The campaign me and my team made for the EFCCE student competition. The goal: creating awareness concerning colorectal cancer and encourage people to have themselves screened. This campaign was the second best out of 66 participant teams and got me an outstanding 18/20 (highest distinction) as it was also my graduation project at school.

1. for

2. Small effort, big bonus.

3. Picture taken at Rimpelrock Hasselt, 2006

4. Rita, 62
likes to wave her
arms enthusiastically
Picture taken at Rimpelrock Hasselt, 2006

5. Tanja, 51
loves to dance energetically,
like nobody’s watching
Picture taken at Rimpelrock Hasselt, 2006

6. Ronnie, 71
thinks being at festivals is
the same as watching telly
Picture taken at Rimpelrock Hasselt, 2006

7. With a target audience this big, we decided to narrow it down a bit ...
50 - 74 year olds are two target audiences
Picture taken at Rimpelrock Hasselt, 2006

8. Younger, dynamic and more active part of the original target group
50 - 64 year olds, let’s call them active enjoyers
Picture taken at Rimpelrock Hasselt, 2006

9. Reasons to narrow it down
The 50 - 64 group:
1. will be addressed too, in the long term.
2. feel healthy and cancer does not
concern them.
3.
3. have a faster cell renewal system.

10. Issues
Cognitive Psychological
Functional Social

11. Let’s turn problems into opportunities

12. “If you want people to change their behaviour, you need
to remove the boundaries concerning the subject.”
From: All Marketers Are Liars (Tell Stories)

13. “Perhaps the most challenging aspect of social marketing [...] is that it relies
heavily on “rewarding good behaviors” rather than “punishing bad ones”.
From: Philip Kotler, book Social Marketing

14. “If you’re trying to persuade people, it seems to me you should use their
language, the language they use every day, the language in which they think.”
David Ogilvy, advertising executive

15. “People of 50-64 years old are a very active generation.They
travel, go out with friends, do sports and enjoy themselves.”
Regina Vuerinckx, social marketer
Baby Boomer surfer heads for the waves at Del Mar, California

16. We’ve taken our biggest insight from
our daily lives.

17. Insight: people feel younger than they actually are.
In order to illustrate that, we’ve made a little movie
- which is too large for Slideshare.

18. Challenge
What creative ideas do we need?
start a conversation
let people talk about a serious subject in a fun way
empower them to be the hero in their own stories

19. Prioritized objectives
1. Increase awareness of 3. Address misperceptions about
colorectal cancer by 45%. the disease and screening.
2. Lower the existing barriers 4. Persuade to get screened.
to do the screening.

20. 2 messages
Awareness
What’s coloncancer?
Facilitation
What can I do about it?

21. Tone of voice
Active, enjoying, ambitious, encouraging, lively, empathetic, self-identifiable and funny.

22. Concept: what would you do if you had more time in your life?
Our concept is a question.
- again, video too big for Slideshare

23. France
Italy
What would you do with
United Kingdom more time in your life?
Their favourite soap series doctor
through a variety of channels.
Denmark
They give some nice suggestions, but
encourage our target group to share
an even nicer answer.
Slovenia

25. Visual
Copy
humour to make a difficult topic like
colorectal cancer somewhat lighter.

43. So what would we do with
more time in our lives?

44. “With more time, I would like to explore more music festivals, and not just in
Small effort, big bonus.
Belgium or even Europe. I would go all the way. Including America and Australia.”
Jacob Bernaerts
@Jacob_Be

45. “With more time in my life, I would try to manage a campaign concerning all
misperceptions about Muslim women wearing veils. Including research in Arabic.”
Samira Taârabti
@SamiraTaarabti

46. “With more time in my life I want to improve my designing skills.
Including following every possible tutorial online.”
Amy van der Plas
@Amy_de_Pemie

47. “With more time, I would go on a trip to London every year and not leave the city
until I’ve had a little chat with 10 taxi drivers. Including traffic congestions.
They’ve got great insights.”
Thomas Waegemans
@tommustweets

48. #thanks
Small effort, big bonus.