| Title | DON'T GOOGLE IT |
| Brand | CEBAM |
| Product/Service | HEALTH SITE |
| Category |
C01. USE OF DIGITAL IN A PR CAMPAIGN |
|
Entrant Company
|
DDB BRUSSELS, BELGIUM
|
|
Advertising Agency
|
DDB BRUSSELS, BELGIUM
|
|
Production Company
|
LOVO FILMS Brussels, BELGIUM
|
Credits
| Marleen Finoulst |
CEBAM |
Manager Website Public Health At 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 |
| Geert Desager |
Ddb Brussels |
Head Of Digital |
| 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 |
| Andreea Buescu |
DDB Brussels |
Design Lead |
| Cedric Lopez |
DDB Brussels |
Graphic Designer |
| Stefanie Warreyn |
DDB Brussels |
Digital Production |
| Maarten Breda |
DDB Brussels |
Digital Producer |
| Norman Bates |
LOVO |
Director |
| Bert Brulez/François Chandelle |
LOVO |
Producer |
| Pieter Jan Vanneste |
Seo |
Sea Specialist |
| Christophe Gesquière |
DDB Brussels |
Web Development |
| Seodvize |
|
Additional company |
The Campaign
More and more people are searching health information online, via Google.
The information people find is often downright wrong. The Belgian governmental medical website 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.
We tapped into an universal truth: the googling of symptoms doesn't reveal the information you should get, let alone trust.
The Brief
We wanted to reach only the people we needed to reach & just at the moment they needed a warning.
We bought the 100 most googled symptoms in Dutch. By conveniently using Google AdWords we reached the people needing a warning. So whenever people searched for one of those symptoms, they saw our message.
Results
• 1,2 million people googled symptoms during the campaign
• 7% click-through rate (benchmark 2%)
• 200% more visitors to the healthandscience site
• National media picked up the campaign
• As did international health and communication blogs / sites
• Our most popular symptom turned out to be: hemorrhoids.
Execution
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.
The Situation
Studies showed that more and more people are searching health information online, via Google. A big number of those people trust the information they find and skip the doctors visit.
The information people find however, is often downright wrong. The Belgian governmental medical website gezondheidenwetenschap.be wanted to warn the public of the possible risks.
The Strategy
We created a list with the 100 most googled symptoms and had a video made to illustrate the message: don't google it, check a reliable source. And the video was the perfect tool to get people talking and make sure the press picked up the campaign. The Google AdWords was sure to reach our objectives, with the video we were able to make the story bigger. The perfect way to make sure the campaign was larger and further visible than just on Google.