Category
Lifestyle
Assisted Choices
Trend cluster
Category
Intimate
Campaigning
Medical campaigns turn to street-level marketing for heightened connection.
4.0
Trend score
Trend
What is the Intimate Campaigning trend?
Intimate Campaigning: Medical and health organizations have returned to the art of street campaigning for more direct contact with their target audience. By trading in wide-scale, polished campaigns for mobile stations and undercover publicity stunts, this approach seeks to not only raise awareness, but also connect people to a cause in a way that feels more personal.
Trend themes
Themes within the Intimate Campaigning trend
Three behaviours holding the trend together01
Street-level marketing
Medical campaigns are focusing on street campaign to raise awareness as well as connect more personally with the audience.
02
Awareness stunts
PSAs and campaigns are involving awareness stunts to get attention and raise consciousness among audience through drama and cheekiness.
03
Humor as a means for medical marketing
Health campaigns are using humor and lighthearted messaging as a means to catch the audience's attention and inspire them to take steps towards prevention.
Industry implications
What the Intimate Campaigning trend means for industry
Where the trend changes the playbookFor
Medical industry
Medical organizations are focusing on street campaigning to connect with the audience and inspire awareness.
For
Advertising industry
Advertising agencies are devising unique advertising ideas involving awareness stunts, puns and humor to attract audience attention to important social issues.
For
Non-profit industry
Non-profit organizations are partnering with advertising agencies to devise marketing campaigns that focus on humor and awareness stunts for creating impact.
Workshop question
Where can you create more personal touch-points with your consumers?
Trend signals
Trend signals for Intimate Campaigning
Trend score 4.0 out of 10, from popularity 70%, activity 41%, freshness 8%.
Popularity70%
Activity41%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
South America
Africa
Evidence
Examples of the Intimate Campaigning trend
5 featured examples from Aug 12, 2014 to Oct 10, 2016CategoryMarketing
Health-Focused Bounce Houses
This Pop-Up for the #CheckYoSelf Campaign Encourages Self-Exams
Marketing and advertising companies can take inspiration from Havas Chicago's use of interactive installations and lighthearted messaging for health campaigns.
CategoryLifestyle
Underage Smoking Experiments
YTV Network's Social Experiment Video Makes Smokers Question Health
The healthcare industry can implement more preventative measures and create more interventions to decrease smoking in children.
CategoryLifestyle
Topless Mannequin Campaigns
Havas Chicago Created a Cancer Awareness Peep Show
Innovative, attention-grabbing campaigns like the peep show can make a huge impact in the Advertising and PR industry.
CategoryMarketing
Lumpy Sidewalk Stunts
Cancer Research UK's Awareness Campaign Shows a Bump Going Unnoticed
Disruptive innovation opportunity for advertising and marketing agencies to create impactful campaigns that raise awareness about health issues and promote early detection.
CategoryLifestyle
AIDS Awareness Coffee
AIDS Concern Hong Kong's Free Coffee Truck Addresses HIV Stigma
Opportunity for healthcare providers to educate and raise awareness about HIV and AIDS.
