7/31/2019 Forever Young Slides Revised

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An Integrated Marketing Campaignby Cecilia Setiawan, Tammy Wang & Kristie Lahey

7/31/2019 Forever Young Slides Revised

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- Leading cause of death in Western Australia?Cancer

- The most common type of cancer in WA?Skin cancer- WA state with most sun exposure- The culture of tanning

SKIN CANCER - THE PROBLEM

7/31/2019 Forever Young Slides Revised

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DEMOGRAPHIC PROFILE

- Young West Australians- Age: 14-29

7/31/2019 Forever Young Slides Revised

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PHSYCOGRAPHIC PROFILE

- Favor suntan over sunscreen- Motivated by popular culture and social norm- Enjoy the outdoors

7/31/2019 Forever Young Slides Revised

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- People dont want to use sunprotection because they would like a tan

- Believe tans look more ‘healthy’- Young West Australians think that skin cancer won’t affect them- Most likely are aware of the dangers of sun exposure but choose to ingnore

AUDIENCE INSIGHT

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- Engage target consumers- Make skin cancer messaging more appealing to young Australians

- Prove the importance and relevance of suncare to our Australian lifestlyes- Shift current attitudes and behaviours of sun exposure and protection- Build awareness of skin cancer and the Forever Young organization- Increase needed support for skin cancer research.

CAMPAIGN OBJECTIVES

7/31/2019 Forever Young Slides Revised

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- Skin cancer = premature aging = premature death- Fitting for image-conscious consumers- Personality: fresh, youthful, contemporary

CAMPAIGN IDEA

7/31/2019 Forever Young Slides Revised

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IMC TOOLS- Public Relations- Internet

- Advertising- Support Media

7/31/2019 Forever Young Slides Revised

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PUBLIC RELATIONS - POP UP FESTIVAL

- An event with no prior notice- A “treasure hunt”- Audience are given on clues on whereabouts- Final concert will be the grand prize for

competition

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INTERNET: Facebook Page- Used to release clues

- Used to generate buzz and word-of-mouth- A fundamental role in our Public Relations events- Spread Awareness and reach our target audience

7/31/2019 Forever Young Slides Revised

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INTERNET: You Tube

- Competition “choose your own ending”- Using YouTube annotations to create interactive video series

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INTERNET: You Tube

- Audience submits idea to website- Voting enabled- Prize:

Final concert in your backyardBackstage pass

7/31/2019 Forever Young Slides Revised

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ADVERTISING- Magazines:Girlfriend, Yen, Waves, Frankie,Zoo, Express Magazine and Drum Media

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SUPPORT MEDIA: Merchandise

- Sold during Pop-Up concerts- Proceeds to Skin Cancer research- Prize for YouTube competition entries

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SUPPORT MEDIA: Outdoor

Billboard Bus Shelter

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SUPPORT MEDIA: Outdoor

Flyer Poster

7/31/2019 Forever Young Slides Revised

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- Sales Promotion:

Because we are campaigning a social cause- Direct Marketing:Will not effectively engage our target audience

IMC TOOLS NOT USED

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- PR traffic- Product sales- Merchandise sales

- YouTube traffic- Facebook- Website hits- Survey and questionnaires- Donations

CAMPAIGN MEASUREMENT