| Title | PREVENTIOPHOBIA |
| Brand | FELIX BURDA FOUNDATION |
| Product/Service | COLON CANCER SCREENING |
| Category |
B02. Non-profit / Foundation-led Education & Awareness |
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Entrant
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SERVICEPLAN GERMANY Munich, GERMANY
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Idea Creation
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SERVICEPLAN GERMANY Munich, GERMANY
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Media Placement
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SERVICEPLAN GERMANY Munich, GERMANY
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Production
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NAMOTO Munich, GERMANY
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Post Production
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NAMOTO Munich, GERMANY
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Credits
| Sven Hartmann |
Serviceplan Health & Life GmbH & Co. KG |
Executive Creative Director |
| Sarah Munz |
Serviceplan Health & Life GmbH & Co. KG |
Junior Art Director |
| Elena El Masry |
Serviceplan Health & Life GmbH & Co. KG |
Junior Art Director |
| Jason Olney |
Serviceplan Health & Life GmbH & Co. KG |
Senior Concepter |
| Matthias Jester-Pfadt |
Serviceplan Health & Life GmbH & Co. KG |
Creative Director |
Background
When was your last colon cancer screening? Every year around 60,400 people in Germany are newly diagnosed with colorectal cancer. Around 24,300 people die of this type of cancer every year, which can be prevented by timely screening. The goal was to help people understand the concept of prevention in general and the importance of colon cancer-preventive action in particular.
Describe the strategy
Since screening colonoscopy examination was introduced in 2002, approximately 139,000 deaths have been prevented and 290,000 new cases have been detected on time to date. However, it seems that the fear of screening per se is bigger than the fear of cancer itself. This needs to change! To reach more young people and activate them and their parents for this topic, we launched a quiz on the hottest social media platform TikTok.
Describe the execution
Fear of chicken, flowers, dryness, or being stared at. The campaign uses the many, sometimes unusual phobias to explain that only one, namely Preventiophobia, can be fatal. The neologism describes the fear of colon cancer screening in one word. Because when it comes to colon cancer, prevention can save lives. To reach more young people and activate them for this topic, we launched a quiz on the hottest social media platform, TikTok. In "Guess the Phobia," we had users guess phobias from the ongoing campaign. The campaign was launched to support the Colorectal Cancer Awareness Month of March 2021.
List the results
With the "Preventiophobia" campaign, in which Wayne Carpendale and Sissi Perlinger played the roles of the crazy phobic and the doctor, we encouraged colorectal cancer screening, reaching 317,360,000 people. The social media challenge for a good cause went viral with 6000 clips and 12 million views. It received a full 1 million likes and the attention of a new generation on the topic of colorectal cancer screening.