Title | DON'T GOOGLE IT |
Brand | CEBAM |
Product/Service | HEALTH SITE |
Category |
B05. FINANCIAL, COMMERCIAL PUBLIC SERVICES, HEALTHCARE & MEDICAL |
Entrant Company
|
DDB BRUSSELS, BELGIUM
|
Advertising Agency
|
DDB BRUSSELS, BELGIUM
|
Production Company
|
LOVO FILMS Brussels, BELGIUM
|
Credits
Marleen Finoulst |
CEBAM |
|
Elizabeth Bosselaers |
CEBAM |
Staff Member At Belgian Centre For Evidence/Based Medicine Medicine Ku Leuven |
Patrick Vankrunkelsven |
CEBAM |
General Manager |
Peter Ampe |
DDB Brussels |
Executive Creative Director |
Tim Arts |
DDB Brussels |
Art Director |
Stefan Van Den Boogaard |
DDB Brussels |
Copywriter |
Maarten Van Daele |
DDB Brussels |
Strategic Planner |
Michael D'hooge |
DDB BRUSSELS |
Content/Insight Planner |
Silvie Erzeel |
DDB BRUSSELS |
Account Manager |
Geert Desager |
DDB Brussels |
Head Of Digital |
Brigitte Verduyckt |
DDB Brussels |
Tv Producer |
Maarten Breda |
DDB Brussels |
Digital Production |
Stefanie Warreyn |
DDB Brussels |
Digital Production |
Andreea Buescu |
DDB Brussels |
Design Lead |
Cedric Lopez |
DDB Brussels |
Graphic Designer |
Norman Bates |
LOVO |
Director |
Bert Brulez/François Chandelle |
LOVO |
Producer |
Pieter/Jan Vanneste |
Seodvize |
Sea Specialist |
Creative Execution
We bought the 150 most googled symptoms in Dutch. By conveniently using Google AdWords we reached only the people we needed to reach & just at the moment they needed a warning. So whenever people searched for one of those symptoms, they saw our message. They were subsequently brought to the reliable gezondheidenwetenschap.be site (health and science) where a video clearly illustrated the risks of trusting online health information.
• 1,2 million people googled symptoms
• 7% click-through rate (benchmark 2%)
• 200% more visitors to the healthandscience site
• Most popular symptom: hemorrhoids
More and more people are searching health information online, via Google. The information people find is often downright wrong. The Belgian medical site gezondheidenwetenschap.be wanted to warn the public of the possible risks.
By conveniently using Google AdWords, we alerted the population when they were googling their symptoms. For example, if you googled “twitching eyelid”, the first result was the following message: “Don’t google it, check a reliable source.” This lead to the medical site 'gezondheidenwetenschap.be’, a medical platform supported by the Flemish government. We hosted a video on their reliable platform clearly demonstrating the risk googling and trusting online health information.