Fear of Finding Out / healthdirect Australia
The Challenge:
Men are an under represented group when it came to seeking health advice, and often wait until they have life threatening symptoms before using any health service.
The Insight:
Our target are stuck in a behaviour pattern where avoiding seeking help often actively causes stress, anxiety and can be worse than dealing directly with what's often a manageable health issue.
The Idea:
To break this behaviour, we needed a bold message to cut through and reach men who were immobilised by their Fear of Finding Out (FoFO). Our approach was to personify this fear, to create a compelling story that our audience knew all too well.
The Impact:
The campaign targeted men aged 45-55 in the ACT & NT through TV, cinema, press and digital - encouraging them to face their fear and take the first step in fighting their FoFO by calling healthdirect Australia and talking directly to a registered nurse.
In the ACT awareness increased from 18% to 33% after the campaign period, whilst in NT it doubled from 13% to 26%.