PROJECT: Kick The Habit ('Community Empowerment' Marketing Campaign)
COMMUNITY: Aboriginal communities in NSW – Albury, Inverell, Dubbo
CHANGE: Rates of smoking are much higher in Aboriginal communities than in mainstream Australia. Research has proven that community-specific marketing campaigns are far more successful at affecting positive health outcomes than generic campaigns distributed from NSW Health.
STORY: We partnered with Purple Goat to develop a social marketing workshop, which we traveled we delivered in each community. We built the capacity of the local health services to deliver future campaigns by teaching them to create a strategy and how to execute a creative vision that fulfilled on the strategy.
DELIVERABLES: 3 x Community-specific films: 3 x Generic films: 3 x radio ads: Social Marketing Workshop: Photography used for posters