Category
Lifestyle
Assisted Choices
Trend cluster
Category
Awareness
Testing
Cancer testing takes the form of bold, in-your-face marketing experiences.
3.2
Trend score
Trend
What is the Awareness Testing trend?
Awareness Testing: More than just raising awareness, not for profit organizations are turning to activations and pop-ups that boldly encourage testing of certain diseases. Whether it be providing medical professionals on-the-spot to analyze patients or creating stunts that speak to the dangers of not getting checked out.
Insight
The consumer insight behind the Awareness Testing trend
Consumers are in a contradictory position when it comes to health, as the Internet has increased self-education on wellness, yet the average consumer is busier and more stressed than ever, and therefore may not have time for physical maintenance. With this in mind, there is a need for brands in the health space to develop more convenient and accessible ways to do so.
Trend themes
Themes within the Awareness Testing trend
Three behaviours holding the trend together01
Interactive Activations
Brands are turning to activations and pop-ups that boldly encourage testing of certain diseases.
02
Discreet Awareness Campaigns
Campaigns are taking a more subtle approach to raising awareness, targeting audiences who may otherwise ignore it.
03
Alternative Health Tests
Health organizations are experimenting with new and accessible methods of wellness testing, such as tests through interactive posters or in-office boxing matches.
Industry implications
What the Awareness Testing trend means for industry
Where the trend changes the playbookFor
Marketing and Advertising
Creative campaigns that encourage healthcare awareness drive growth in the advertising industry and help the healthcare sector.
For
Healthcare
The healthcare sector will benefit from new, convenient and innovative ways to screen for and prevent serious illnesses.
For
Nonprofit
Nonprofit organizations will increasingly turn to creative and interactive methods of raising awareness for health-related causes.
Workshop question
What types of social causes and initiatives does your brand support? How can you make that messaging more interactive and engaging for your audiences?
Trend signals
Trend signals for Awareness Testing
Trend score 3.2 out of 10, from popularity 53%, activity 35%, freshness 8%.
Popularity53%
Activity35%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Evidence
Examples of the Awareness Testing trend
4 featured examples from Mar 31, 2017 to Nov 29, 2018CategoryMarketing
Health Assessment Posters
These Cancer Research UK Posters Offer a Free Breathing Test
Partner with healthcare organizations in creating interactive ad campaigns to engage the audience and offer customized healthcare solutions.
CategoryMarketing
Charitable Office-Based Fight Clubs
The Breast Cancer Fight Club is Located in an Office Lobby
The advertising and marketing industry can leverage creative initiatives, like charitable fight clubs, to promote social responsibility and brand awareness.
CategoryMarketing
Interactive Cancer Awareness Activations
'Testimatic' by FCB Raises Awareness of Testicular Cancer
Incorporate interactive campaigns and privacy-focused check-up methods into the healthcare industry to improve cancer awareness and regular screenings.
CategoryMarketing
Discreet Breast Cancer Campaigns
A Lump Was Placed on the Molly Malone Statue's Breasts
Exploring new ways to promote breast cancer awareness and early detection.
