To support their positioning of “Look after yourself better”, Chemmart wanted to increase the number of Men’s Health Checks in the month of September. The challenge was to get past the typical 'i'll be right' attitude of an average Australian male.
Research showed that in the majority of australian families, it was the female cohort who made key health decisions.
as art director at jwt melbourne, I teamed up with copywriter melissa anderson to create the Chemmart “Man Hunt” activation. using chemmart's social media channels, we recruited australian women to track down the men in their lives for 20 minute health checks and bowel screening services.
The campaign's impact created a 300% increase in take-up and an ongoing activation strategy for Chemmart's full suite of health services.
We ran a promotion on each stores’ facebook page.
We activated the campaign in-store, creating a talking point, engaging shoppers and staff alike.
We recruited staff to share content over their store's social channels.
We spread the message to the wider community through online banners and local press.
We extended the campaign theme at store level with posters, counter cards and more.
