# Intimate Campaigning Medical campaigns turn to street-level marketing for heightened connection. By [Vasiliki Marapas](https://www.trendhunter.com/Vasiliki.Marapas), Research Advisor & Writer | Published Dec 1, 2015 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/intimate-campaigning ## Key Figures - Trend score: 4.0/10 - Evidence articles: 5 ## 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. ## At a Glance - Evidence: 5 featured examples - Articles from: Aug 12, 2014 to Oct 10, 2016 - Published: Dec 1, 2015 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Experience](https://www.trendhunter.com/megatrend/experience), [Personalization](https://www.trendhunter.com/megatrend/personalization), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia, Africa ## Themes within the Intimate Campaigning trend ### Street-level marketing Medical campaigns are focusing on street campaign to raise awareness as well as connect more personally with the audience. ### Awareness stunts PSAs and campaigns are involving awareness stunts to get attention and raise consciousness among audience through drama and cheekiness. ### 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. ## What the Intimate Campaigning trend means for industry ### For 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 for Intimate Campaigning Trend score 4.0 out of 10, from popularity 70%, activity 41%, freshness 8%. - Popularity: 70% - Activity: 41% - Freshness: 8% ## Examples of the Intimate Campaigning trend 5 featured examples from Aug 12, 2014 to Oct 10, 2016. - [Health-Focused Bounce Houses](https://www.trendhunter.com/trends/checkyoself): This Pop-Up for the #CheckYoSelf Campaign Encourages Self-Exams (Category: Marketing) Implication: Marketing and advertising companies can take inspiration from Havas Chicago's use of interactive installations and lighthearted messaging for health campaigns. - [Underage Smoking Experiments](https://www.trendhunter.com/trends/social-experiment-video): YTV Network's Social Experiment Video Makes Smokers Question Health (Category: Lifestyle) Implication: The healthcare industry can implement more preventative measures and create more interventions to decrease smoking in children. - [Topless Mannequin Campaigns](https://www.trendhunter.com/trends/havas-chicago): Havas Chicago Created a Cancer Awareness Peep Show (Category: Lifestyle) Implication: Innovative, attention-grabbing campaigns like the peep show can make a huge impact in the Advertising and PR industry. - [Lumpy Sidewalk Stunts](https://www.trendhunter.com/trends/awareness-campaign): Cancer Research UK's Awareness Campaign Shows a Bump Going Unnoticed (Category: Marketing) Implication: Disruptive innovation opportunity for advertising and marketing agencies to create impactful campaigns that raise awareness about health issues and promote early detection. - [AIDS Awareness Coffee](https://www.trendhunter.com/trends/hiv-stigma): AIDS Concern Hong Kong's Free Coffee Truck Addresses HIV Stigma (Category: Lifestyle) Implication: Opportunity for healthcare providers to educate and raise awareness about HIV and AIDS. ## 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 Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)