Digital is unique in the fact you can create almost anything, anywhere. So for this Polish Breast Cancer awareness campaign, Change Integrated devised something a little different around an insight into making breast cancer detection methods fun to learn, for men!
So in the adult section of one of the most popular polish websites, they placed a very smart piece of digital creativity that allowed men to touch the items at hand and learn the correct techniques of breast cancer detection in a very interactive way.
The campaign was live for just one week and remarkably, managed to train over 175,000 men! This is a seriously smart collaboration between the media buyers and owners, in what wouldn’t be a normal ad space, it’s the sort of thing I wish we’d see more of (buying/creating new digital media space) around the world, because every time we see a case study containing unique media buys like this, they almost always showcase some of the best results. (via Banner Blog)
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July 20th, 2010 at 2:57 pm
That’s fantastic, congrats!
July 20th, 2010 at 2:57 pm
That’s fantastic, congrats!
July 20th, 2010 at 8:02 pm
Great idea, must have been effective.
Though, I don’t hope the next campaign will be to demonstrate women how to they can screen for prostate cancer with their partner …
July 23rd, 2010 at 12:49 pm
Amazing!!
August 13th, 2010 at 1:00 am
Good showcase of how interactive even ad-content can be. I’d go a step further and add SMS/text messaging component. A man leaves his mobile number to be reminded at, say, 9 p.m. to do just what he has practised for so long online
August 13th, 2010 at 1:01 am
Good showcase of how interactive even ad-content can be. I’d go a step further and add SMS/text messaging component. A man leaves his mobile number to be reminded at, say, 9 p.m. to do just what he has practised for so long online