Unconventional communication, social media endorsement, and people activation.
Client
FUJIFILM Healthcare is a leading company in the scientific and technological field that operates in the market with integrated solutions and products for the Imaging Solution, Optical Devices, Graphic Systems, Healthcare, Recording Media, and Life Sciences sectors.
Goal
Raise awareness among as many people as possible (general population, media and institutions, health specialists) about the importance of prevention pathways during the month of March – Colorectal Cancer Awareness Month globally – by leveraging innovative user engagement.
Project
Communication & Media Strategy
Creation of a communication strategy and media approach and development of an unconventional multi-touchpoint concept (social media, OOH…) focused on the theme of prevention. The campaign was brought to life throughout March both offline and online.
Offline, through local actions with promotional trucks and public engagement – on the occasion of the special stop of the EndoRunner mobile Hub from FUJIFILM Healthcare (a traveling training center that between 2022 and 2023 facilitated endoscopic simulation sessions for nearly 150 talents, including students and residents, and over 200 professionals, including established doctors and nurses).
Online, through the adaptation on social channels with edutainment content and dedicated stories to educate the general population about Colorectal Cancer Prevention, illustrating the stages of prevention, how screening is conducted, and addressing the most frequently asked questions on the topic.
People Activation
The starting insight was that every day, since childhood, we do one fundamental thing: we get dressed. A choice we cannot get wrong, as what we wear reflects our identity, character, lifestyle, and, to some extent, our values and beliefs. For this reason, the search for a durable garment that accompanies us through the most important moments of our lives raises many legitimate and necessary questions. Just as we make an effort to read clothing labels to understand their characteristics, we should also strive to seek another type of quality: that of our lifestyle. In this case, too, there are many factors influencing the journey, and the questions are numerous, but there is only one choice that is always right: prevention.
There is therefore another thing we should do every day of our lives, since childhood: take care of our health.
La campagna Fai della prevenzione il tuo stile di vita si è basata sull’idea di promuovere la prevenzione come la scelta migliore per uno stile di vita di qualità. L’obiettivo? Trasformare l’attenzione del pubblico in un impegno attivo per la salute, catturando visivamente l’attenzione attraverso un approccio differenziante e affiancando due mondi apparentemente distanti: moda e salute.
The objective was twofold: on one hand, to aim at engaging by making prevention a style element that not only captures attention visually but also deeply influences daily choices. On the other hand, to convince, stimulating a profound and conscious change in individual behavior and transforming prevention into a timeless “must-have.”
By connecting two seemingly distant worlds like fashion and prevention, a public activation was carried out during the event on March 11, 2024, at the ClubHouse of CEOforLIFE (an incubator where the best minds in the country and internationally offer their expertise to businesses and institutions to create and share valuable knowledge) in Piazza di Montecitorio in Rome.
An activation that featured the reinterpretation of various fashion-related symbols (runway, dress form, textile textures, etc.) in order to address the topic of health in an innovative and engaging way, inviting citizens and passersby to literally walk along the runway through the prevention journey in all its steps.
Result
Creation of an integrated campaign capable of engaging different target audiences and conveying the brand's values, supported by the ideation and development of a social-first, multi-channel editorial schedule and an advertising strategy that reached over 4 million users, generating nearly 6 million impressions.
