Marketing Health Inspiration: 3 campaigns making a difference

In an industry largely driven by commercial interests, it is important to remember the power marketing can have on improving the lives of people and communities when it is applied to something beyond selling products and services.

That’s why Banfield has always made it a priority to work with organizations in the health sector. It’s also why we continue to draw inspiration from any campaign putting the promotion of health and well-being at the heart of its mandate and/or message. Here are some of our favourite!

Bell Let’s Talk Campaign

What’s it all about?
In September 2010, Bell was one of the first organizations to open a conversation on mental health to the mainstream. The aim? End stigma on mental illnesses and provide care, access and research to organizations helping achieve this goal.

With the help of key influencers, including prominent Olympic athlete Clara Hughes, Bell Let’s Talk has raised over 80 million dollars the cause. This campaign has opened up communication channels on this important cause that affects so many Canadians by encouraging Canadians to talk on social media, via text and via phone call. For every interaction, Bell donates 5 cents. In 2017 only, there were 131,705,010 interactions which amounted to CAD$6,585,250 in donations for mental health in Canada.

Why was it successful?
The widespread success of this campaign can be partly attributed to the use of influencers that have shared personal stories on their struggle with a mental illness. The variety of ways to get involved and the ease of interacting with the campaign also made it accessible to everyone in Canada. This yearly initiative is now a well-known day throughout Canada during which the Governor General of Canada, the Prime Minister, celebrities, athletes and everyday people take part in. It has truly opened up a conversation around a cause that affects so many people.

Movember

What’s it all about?
Started by a couple of friends wanting to bring the moustache back into fashion over a beer in Melbourne, Australia, in 2003, The Movember Foundation is now the biggest NGO supporting men’s health around the world.

With over CAD$759 million raised since 2003, Movember is worldwide phenomenon that encourages everyone to donate money to men who have a challenge to grow a moustache for the whole month of November. Throughout that month, the Foundation and its Mo Bros and Mo Sistas raise awareness for men’s health specifically cancers that affect men in particular.

Why was it successful?
It is with innovation and perseverance that Movember has achieve worldwide success. The impact of its efforts to build community and to raise awareness and funds for men’s health — a subject that was largely disregarded in public awareness before 2003 — is felt around the world. With key partners, and a fresh take on starting a difficult conversation, Movember has managed to give a new face to men’s health.

World Stroke Day

What’s it all about?
The World Stroke Day campaign is an global annual event during which the World Stroke Organization encourages organizations and people around the world to help raise awareness for stroke, its effects and its potential solutions.

In 2016, Banfield was the agency responsible for the #WorldStrokeDay campaign, developing a promotional toolkit of videos, social media materials, brochures, and posters, and adapting it for different markets in collaboration with WSO offices and partners worldwide. The aim of the campaign? Better awareness, access and action for all, as the WSO continues to build a network to improve care for stoke survivors worldwide.

Why was it successful?
The campaign was successful because of its simple and direct creative approach. We developed a core concept that focuses on only the most critical and potent of information: facts. And presented it with only the most relevant and universally relatable of images: the human face. Together, this would allow our materials to transcend difference between countries, cultures and languages — driving over 18K visitors from around the world to the World Stroke Day websites and generated

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