Reaching niche healthcare audiences.

All healthcare advertisers and marketers know that reaching college audiences is near to impossible.  With that in mind, how would you develop a break-through campaign that would actually encourage this target to change a behavior?

In order to reduce the onset of H1N1 our client, The Michigan Department of Community Health, needed to find a way to encourage college students in the state to wash their hands, cover their coughs and sneezes, stay home when they are sick (well, that one isn't that hard) and to get the H1N1 flu vaccine - without sounding like their mom.  Enter coaches from two of the most popular Michigan universities.

As a die hard Spartan and a girl with an extreme crush on MSU's coach, Tom Izzo, I can say that I would do anything he recommends.  I hope the rest of the students in Michigan feel the same (even if they would rather hear it from U of M's coach, Rich Rodriguez).

What do you think about the spot?  I would love to hear your feedback.

Comments 3 Add yours below

I really like how the strategy of this spot is to localize the celebrity influence. My guess would be that it makes the affect more potent than having a national spokesperson because the audience feels closer to the people in this spot. I wonder if anyone has studied the variation of how celebrity advocates can influence a target audience based on how close they are (geographically, identity, etc.).

That would be really interesting research if it has been done. I looked around a bit and didn't find anything - but let me know if you do!

Sidenote: While I was perusing the status updates on my facebook, I realized not one, but two of my friends had mentioned the ad after seeing it on tv.


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