Title	DON'T GOOGLE IT
Brand	CEBAM
Product/Service	HEALTH SITE
Category	F02. RESPONSE/REAL-TIME ACTIVITY
Entrant Company	DDB BRUSSELS, BELGIUM
Advertising Agency	DDB BRUSSELS, BELGIUM
Production Company	LOVO FILMS Brussels, BELGIUM

Name	Company	Position
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
Brigitte Verduyckt	DDB Brussels	Tv Producer
Stefanie Warreyn	DDB Brussels	Digital Production
Maarten Breda	DDB Brussels	Digital Producer
Andreea Buescu	DDB Brussels
Cedric Lopez	DDB Brussels	Graphic Designer
Christophe Gesquière	DDB Brussels	Web Development
Norman Bates	LOVO	Director
Bert Brulez/François Chandelle	LOVO	Producer
Pieter/Jan Vanneste	Seodvize	Sea Specialist
Seodvize		Additional company

Creative Execution

We bought the 100 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. And were directed to the health site where they saw the awareness video.

• During our campaign 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.