{"id":15450,"date":"2023-05-31T17:52:45","date_gmt":"2023-05-31T14:52:45","guid":{"rendered":"https:\/\/minio.ro\/?p=15450"},"modified":"2023-05-31T17:52:45","modified_gmt":"2023-05-31T14:52:45","slug":"how-do-you-link-heavy-health-topics-to-different-audiences","status":"publish","type":"post","link":"https:\/\/minio.ro\/en\/how-do-you-link-heavy-health-topics-to-different-audiences\/","title":{"rendered":"How do you link heavy health topics to different audiences"},"content":{"rendered":"
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Like it or not, communicating products or services in the health area is a whole different species of advertising: besides the fact that the field is heavily legislated, the public tends to be much more critical and analytical about your campaign. It may be that you are offering a large amount of information, a new product that has not yet been introduced to the market, or even that you are addressing the sensitivities of your audience, whether large or small. It’s complex communication with heavy topics.<\/span><\/h5>\n

So how do you tackle any of these angles in a way that takes you out of the clutter of clich\u00e9-drowned communication and gets you closer to your target audience?<\/span><\/p>\n

One of the most powerful and important things to understand relates to your consumers, who are more than just user personas or audience segments that don’t exist outside of our brief. They are real people who navigate throughout their day between moods, feelings, emotions and changing impressions. Real people who sometimes need humour, sometimes need a break or a little help coping with everything else.<\/span><\/p>\n

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\u00a0We at Minio have realised that any topic can be tackled, no matter how complex it is for the audience or even what their sensibilities are. And it’s the projects that propose medical products or services that challenge us, but also confirm this every time. In our 7 years in the market we have had everything from digitally integrated campaigns to tactical and here’s what we have learned from our projects.<\/span><\/p>\n

\"\"If the subject is too sensitive, make it lighter with humour – <\/strong>Durex: Stilul potrivit pentru fiecare b\u0103rbat<\/strong><\/a><\/span><\/span><\/h3>\n

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Durex was launching a new range that proposed a new approach to the market: condoms in different sizes with the clear aim of getting Romanian men to buy the most suitable type. Basically, we had to have a discussion about penis size in a rather conservative society, where sex is not talked about enough either.<\/span><\/p>\n

Because men are quite sensitive to topics about sizes, but also because they are big consumers of stand-up, we called upon a group of comedians, Ceva M\u0103runt<\/em>, to relax the atmosphere and create a space for conversation.<\/span><\/p>\n

Our solution was an integrated multichannel approach. We developed a 16-city tour of Romania with Ceva M\u0103runt<\/em>, a TVC and a series of 6 digital spots inspired by the most successful jokes from the tour and the campaign landing page. On the campaign page you could find a video experience to help you discover the correct size of the condom with the help of one of the comedians, as well as other educational materials.<\/span><\/p>\n