Winners & Shortlists

DON'T GOOGLE IT

Short List
TitleDON'T GOOGLE IT
BrandCEBAM
Product/ServiceHEALTH 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
Name Company Position
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.