In het kader van een Europees project tegen darmkanker hebben wij dit campagnevoorstel ontworpen.

1. Association for Colorectal Cancer Prevention
Annelies Prinsen, Diederik Robinne, Jonas Van Rossum, Sylvie Vanmechelen, Stephanie Wilmer

2. Table of content
Objectives
Strategy
Creative brief
Creative execution
Media recommendations
Measures

3. Objectives
% of total Incidence Mortality %
Men 54 182.000 80.000 44
Women 46 151.000 68.000 45
Total 100 333.000 150.000 45
Goal No influence Men: 76.440
Women: 63.420
3% less deaths with men
and women after 5 years

4. Objectives
Raise chances at recovery
How? Finance scientific study
Improve quality of life of people with this type of cancer
How? Inform and sensibilize
Prevent the cancer
How? Inform about the importance of early tracing
World Cancer day, 4 February 2013

5. Strategy
TARGET GROUP
Age
Sex
Education
Race
Social Class
Religion
50-74 years old
Men & Women
Not applicable
Not applicable
We want to make our examination available for
everyone thanks to the offer of free screenings
Not applicable
Age 50-64 years old Attractive target group
High wage
Leisure
Good health
Age 65-74 years old Retired
Leisure
Generous

6. Strategy
PHASE 1: Teasing
Posters at:
Toilets
Elderly homes
Hospitals
Medical practices
Schools
CAMPAIGN

7. Strategy
PHASE 2: Disclosure
TV commercial
Banner
CAMPAIGN

8. Strategy
PHASE 3: Inform
Intestinfo truck
CAMPAIGN

9. Strategy
DURING THE WHOLE CAMPAIGN
Website
Facebook
Search Engine Advertising
Flyers
Banners
CAMPAIGN

10. Strategy
Fear
Different types of fear
 Delicate subject
 Pain and discomfort
 Hearing bad news
Tagline: “Colorectal cancer.. not that rare, be aware”
Logo
Campaign
KEY INSIGHT

11. Creative Execution
PHASE 1: PRINT & OUTDOOR

12. Creative Execution
http://www.youtube.com/watch?v=xw27X3-
WpN8
PHASE 2: TV COMMERCIAL
PRINT & YOUTUBE

13. Creative Execution
PHASE 3: INTESTINFO TRUCK

14. Creative Execution
Website
http://www.delvenhof.be/accp.html
DURING THE WHOLE CAMPAIGN

15. Creative Execution
Flyer
DURING THE WHOLE CAMPAIGN

16. Creative Execution
Flyer
DURING THE WHOLE CAMPAIGN

17. DURING THE WHOLE CAMPAIGN
Creative Execution
Facebook

18. Creative Execution
Search Engine Advertising
http://www.delvenhof.be/google.html
DURING THE WHOLE CAMPAIGN

19. Creative Execution
Banner
DURING THE WHOLE CAMPAIGN

20. Creative Execution
Belgium The Netherlands
MEDIA SELECTION: PRINT

21. Creative Execution
Belgium The Netherlands
MEDIA SELECTION: PRINT

22. Creative Execution
Belgium The Netherlands
MEDIA SELECTION: ONLINE

23. Creative Execution
Belgium The Netherlands
MEDIA SELECTION: SOCIAL NETWORK

24. Media Recommendations
PHASE 1: Teaser PHASE 2: Disclosure PHASE 3: Inform
PUSH PUSH PUSH
Posters Television spot Television spot
Banners Banners
Print media Print media
Flyers Flyers
PULL PUSH PULL
Social Network Facebook Social Network Youtube +
Facebook
Social Network Youtube +
Facebook
Website Website Website
Search Engine Advertising Search Engine Advertising Search Engine Advertising
Intestinfo truck

25. Media Recommendations
PHASE 1
80%
5%
15%
Posters
Website
SEA
MEDIA CHANNELS: %

26. Media Recommendations
30%
20%
20%
17%
10%
3%
TV
Banners
Print media
Flyers
SEA
Website
MEDIA CHANNELS: %
PHASE 2

27. Media Recommendations
30%
3%
5%
15%7%
10%
30%
Intestinfotruck
SEA
Website
Flyers
Print media
Banners
Television spot
MEDIA CHANNELS: %
PHASE 3

28. Media Recommendations
Media
January
2012
February
2012
March
2012
April
2012
May
2012
June
2012
July
2012
August
2012
September
2012
October
2012
November
2012
December
2012
Posters
Print media
Facebook
Youtube
SEA
Television spot
Banners
Flyers
Intestinfotruck
Website
IMPLEMENTATION

29. Measures
Hospitals
Inquiries
Own website
Google SEA
Banners
Comments on blogs, television, newspapers
Gadgets
Number of visitors of Intestinfo truck

30. Conclusion
Integrated Campaign
 Website
 Social Network
 Intestinfo truck
 Posters
 Search Engine Advertising
 Flyers
 Banners
 ….
Adaptable for use in the 27 European countries
SYNERGY