Fighting the Cold War?
Background: Due to the increase of antibiotic resistance cases over the years, a serious tonal shift in their 2011 messaging campaign targeted to the general public through Television, Radio and Public Transit advertisements was found to be less effective through focus groups, leading DBND to explore alternative approaches. My team was selected to develop a new campaign aimed at parents and guardians. After much research, many concept pitches, iterations, and sample focus group tests we found an approach that was best suited in appealing to our primary target audience of mothers. Our awareness campaign was designed to deliver a serious message with a softer voice. Headlining double-meaning questions led to online engagement and content sharing through a Facebook campaign. Leveraging its viral potential, we developed a series of get-well cards with bits of information for parents to share with their networks. The campaign can be extended to other social platforms, and can be further customized to target different audiences, ensuring future messaging opportunities for DBND.
Client Services: Larissa Hsia-Wilcock
Research: Mehdi Nowroozi
Art Direction: Larissa Hsia-Wilcock
Animation: Simba Sim & Mehdi Nowroozi
Narration: Larissa Hsia-Wilcock
Sound Design: Simba Sim
Copywriting: Mehdi Nowroozi
Content Writing: Larissa Hsia-Wilcock,
Production Assistance: Mehdi Nowroozi
Tools: Photoshop, Illustrator, Indesign, After Effects, Basecamp
Date: This public service messaging campaign has been running annually during cold and flu season since 2012, with mass coverage in high traffic areas such as city centres, transit corridors, and major shopping centres.
15 sec. TV Spot