SYPHILIS IS A MASTER OF DISGUISE

TitleSYPHILIS IS A MASTER OF DISGUISE
BrandDIAPRAX GMBH
Product/ServiceSYPHILIS CLEARTEST
Category A03. OTC Products / Devices
Entrant SERVICEPLAN GERMANY Munich, GERMANY
Idea Creation SERVICEPLAN GERMANY Munich, GERMANY
Production SERVICEPLAN GERMANY Munich, GERMANY
Post Production SERVICEPLAN GERMANY Munich, GERMANY
Credits
Name Company Position
Matthias Jester-Pfadt Serviceplan Health & Life GmbH & Co. KG Creative Director
Nadine Jester-Pfadt Freelancer Texter
Elena El Masry Serviceplan Health & Life GmbH & Co. KG Junior Art Director
Kira Menke Serviceplan Health & Life GmbH & Co. KG Junior Art Director
Matthias Pröbstle Serviceplan Health & Life GmbH & Co. KG Junior Art Director

Why is this work relevant for Integrated?

Syphilis infections are initially difficult to detect but can later be fatal. With an integrated campaign of ads and social media, we are promoting the importance of testing for syphilis with the right tests at the GP in case of a suspected case.

Background

The number of syphilis infections has been rising rapidly in Germany since 2010. Since the local finding of syphilis in the primary stage is often overlooked and the disease in the second stage usually only causes non-specific symptoms, the diagnosis is often made too late - permanent damage and even fatal courses are often the results. Doctors also refer to syphilis as “the master of disguise“.

Describe the creative idea

To show how easily something can be overlooked, we created visuals, that require a close look to recognize our hidden object in it: “the master of disguise“ in the form of a tiger among a dozen zebras or a wolf amidst a herd of sheep.

Describe the strategy

We promoted the rapid test „CLEARTEST® Syphilis“ in an integrated campaign to show that the disease can be detected easily when using the right tools. With an integrated campaign, we want to raise awareness about Syphillis and how difficult the disease is to detect, and that a simple test at the GP can save lives.

Describe the execution

The integrated campaign was released with the help of social media and print advertisements to reach a target group that is as young and sexually active as possible.

List the results

We have placed syphilis as an important topic in the target group and increased awareness of the disease.