# Awareness Testing Cancer testing takes the form of bold, in-your-face marketing experiences. By [Tana Makmanee](https://www.trendhunter.com/tmak), SVP, Research Services at Trend Hunter | Published Nov 30, 2018 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/awareness-testing ## Key Figures - Trend score: 3.2/10 - Evidence articles: 4 ## 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. ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: Mar 31, 2017 to Nov 29, 2018 - Published: Nov 30, 2018 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Themes within the Awareness Testing trend ### Interactive Activations Brands are turning to activations and pop-ups that boldly encourage testing of certain diseases. ### Discreet Awareness Campaigns Campaigns are taking a more subtle approach to raising awareness, targeting audiences who may otherwise ignore it. ### 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. ## What the Awareness Testing trend means for industry ### For 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 for Awareness Testing Trend score 3.2 out of 10, from popularity 53%, activity 35%, freshness 8%. - Popularity: 53% - Activity: 35% - Freshness: 8% ## Examples of the Awareness Testing trend 4 featured examples from Mar 31, 2017 to Nov 29, 2018. - [Health Assessment Posters](https://www.trendhunter.com/trends/breathing-test): These Cancer Research UK Posters Offer a Free Breathing Test (Category: Marketing) Implication: Partner with healthcare organizations in creating interactive ad campaigns to engage the audience and offer customized healthcare solutions. - [Charitable Office-Based Fight Clubs](https://www.trendhunter.com/trends/breast-cancer-fight-club): The Breast Cancer Fight Club is Located in an Office Lobby (Category: Marketing) Implication: The advertising and marketing industry can leverage creative initiatives, like charitable fight clubs, to promote social responsibility and brand awareness. - [Interactive Cancer Awareness Activations](https://www.trendhunter.com/trends/awareness-of-testicular-cancer): 'Testimatic' by FCB Raises Awareness of Testicular Cancer (Category: Marketing) Implication: Incorporate interactive campaigns and privacy-focused check-up methods into the healthcare industry to improve cancer awareness and regular screenings. - [Discreet Breast Cancer Campaigns](https://www.trendhunter.com/trends/molly-malone): A Lump Was Placed on the Molly Malone Statue's Breasts (Category: Marketing) Implication: Exploring new ways to promote breast cancer awareness and early detection. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Nostalgic Beauty Mascots](https://www.trendhunter.com/trends/bliss-girl-series) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) All articles: [Marketing](https://www.trendhunter.com/marketing)