Post B : #WaitForWater Campaign that reached tremendous success

Public health issue has been widely discussed since the last decade. According to reports, some of the most concerning issues include HIV, food safety, and many more (Beckers Hospital Review, 2018). Mass media such as televisions, radio, magazines, have been broadly used to address health related campaigns (Brown & Einsiedei, 1990). Another common public health issue that has been raising awareness is related to drinking water quality in several cities all over the world (Levallois and Villanueva, 2019). 

There are already some articles that focuses on this particular issue, for instance this article written by Frederiksen. Frederiksen (1996) stated that the world’s population will increase in the next decade and fresh water supply that we have now will not be sufficient for generations to come.

Women in developing nations have to wait up to six hours in order to get fresh water, resulting in them neglecting school and work (Arthur, 2017). To tackle down this serious problem, a campaign that intended to put water crisis into perspective of people who take water access and availability for granted was created. Stella Artois, a Belgian company, together with actor Matt Damon, who is also the co-founder of Water.org, rolled out a digital international non-profit campaign collaboration to help millions of people around the world to have access to clean water.  

How does this work?

#WaitForWater campaign centers around a video that shows a stunt going on in a restaurant and a hotel. Employees were asked to tell customers that they don’t have any water available and will have to wait up to six hours for a shower or a glass of water. Hidden cameras that were set surrounding the scene captured the expressions of baffled customers hearing the news (Oster, 2018). 

Screenshots of the video for the campaign, Adweek, 2012

Link to video : https://www.adweek.com/brand-marketing/stella-artois-makes-people-wait-for-water-in-extension-of-water-org-super-bowl-effort/

Did it give out any good result?

This campaign received a huge attention and successfully gathered over 22 MM views across the world (Shorty Awards, 2018). This partnership has provided more than a million people in developing countries access to water (Pagano, 2016).

Overall, the campaign gained a tremendous success as it resulted in water access for so many people in developing countries (Shorty Awards, 2018). In my opinion, the way the campaign got introduced to people is unique, as people who take water for granted could even in a short time, feel how devastating it is to not have access to water. The key of this campaign is to give a psychological effect towards the target that might result in them trying to quit a specific habit. 

Reference Lists :

Arthur, R. 2017, Stella Artois announces commitment to Matt Damon clean water campaign, viewed 18 November 2019, <https://www.beveragedaily.com/Article/2017/01/17/Stella-Artois-Matt-Damon-clean-water-campaign>.

Beckers Hospital review, 2016. CDC: 10 most important public health problems and concerns, viewed 18 November 2019, <https://www.beckershospitalreview.com/population-health/cdc-10-most-important-public-health-problems-and-concerns.html>.

Brown, J. D. & Einsiedei, E. F., 1990, ‘Public Health Campaigns: Mass Media Strategies’, Communication and Health: Systems and Applications, no. 1, pp. 153-71, viewed 18 November 2019, <https://books.google.com.au/books?hl=en&lr=&id=0Tv8AQAAQBAJ&oi=fnd&pg=PA153&dq=importance+of+public+health+campaigns&ots=PyfLHMl-dl&sig=q3FNew_q1469VOPhWAiZwJ1zwcw#v=onepage&q=importance%20of%20public%20health%20campaigns&f=false>.

Frederiksen, H. D. 1996, ‘Water Crisis in Developing World: Misconceptions about Solutions’, Water Resources Planning and Management, vol. 122, no. 2, viewed 18 November 2019, <https://ascelibrary.org/doi/pdf/10.1061/%28ASCE%290733-9496%281996%29122%3A2%2879%29>

Levallois, P. & Villanueva, C. M., 2019, ‘Drinking Water Quality and Human Health: An Editorial’, International Journal of Environmental Research and Public Health, vol. 16, no. 4, pp. 631, viewed 18 November 2019, <https://www.mdpi.com/1660-4601/16/4/631#cite>.

Oster, E. 2018, Stella Artois Makes People Wait for Water in Extension of Water.Org Super Bowl Effort, viewed 18 November 2019, <https://www.adweek.com/brand-marketing/stella-artois-makes-people-wait-for-water-in-extension-of-water-org-super-bowl-effort/>.

Pagano, M. 2018, Matt Damon’s quest to turn lager into water, viewed 18 November 2019, <https://www.independent.co.uk/news/business/analysis-and-features/matt-damons-quest-to-turn-lager-into-water-a8192236.html>.

POST B: Canada’s Successful Plain Packaging Policy

Tobacco is one of the largest health issues around the world. Different countries have different ways to deal with this issue. The Canadian government is commending a new top-down national regulations for tobaccoplain packaging which they claimed as the most effective in the world (Cunningham 2018). It pointed out some interesting regulations, one of them is requiring the largest health warnings with disturbing images on cigarette packages in terms of surface area (Cunningham 2018). The aim to this regulation is to show people that smoking is dangerous and it’s not something to be proud or being exclusive about, it rather can lead to different diseases which can harm their life.

On the left, are what cigarette packages used to look like before a plain packaging law was passed, resulting in the new look on the right. (David Hammond/University of Waterloo)

Research suggests that warning labels with prominent graphic elements are more effective than text-only messages in engaging smokers, promoting quitting, and impeding “wear-out” that results from habituation to messages (Thrasher et al. 2007). Evidence from Brazil suggests that once graphic warnings were implemented there (2002), the number of calls to quit lines advertised on warning labels increased significantly, and two-thirds of smokers reported that the graphic warning labels increased their desire to quit smoking (Thrasher et al. 2007). Making a new regulation in the packaging is definitely the right move since tobacco packaging serves as an integral component of tobacco marketing (Department of Health Studies & Gerontology 2010). The pack provides a direct link between consumers and manufacturers. It is extremely cost-effective and educational at the same time. The cost of the packaging transition period will be fully funded by cigarettes company individually. The challenge that arise is that the tobacco industry strongly opposed this idea as they know plain packaging will harm their sales (CBC News 2016).

As a result of this regulation, 30 campuses were 100% smoke-free and 10 years prior, in 2007, only 4 were 100% smoke-free (Cunningham 2018). The success of the plain packaging in Canada shows that this method could be applied universally. Health Minister Jane Philpott said that the plain packaging is essential to help young people to make smart choices to stop smoking or never to start. To date, eight countries have finalized requirements for plain packaging: Australia, New Zealand, United Kingdom, France, Ireland, Norway, Hungary and Slovenia. Many more countries are also developing requirements. Plain packaging is recommended by the World Health Organization as an effective tobacco control measure (Cunningham 2018). As this method is proven successful in many countries, this method might also work in Central Java to decrease the number of smokers there. As I was born and raised in Java, I could understand the trend of smoking always start as a curiosity or to feel exclusive. Tobacco companies made advertisement to assume people that can smoke are privileged thus, forcing mostly uneducated underage kids to try smoking and eventually got addicted. Buying cigarette in Indonesia is also really easy. Most of the time they don’t check the IDs that makes cigarette easily accessible to everyone. I believe by using this regulation, people can be more educated and scared to even try to smoke.

Reference List:

CBC News 2016, ‘Health Canada will hold public consultations on plain tobacco packages’, CBC News, viewed 19 November 2019, <https://www.cbc.ca/news/health/cigarettes-plain-packaging-1.3608991>.

Cunningham, R. 2018, ‘Canada to have the world’s best tobacco plain packaging requirements’, Canada Cancer Society, viewed 19 November 2019, <http://www.cancer.ca/en/about-us/for-media/media-releases/national/2018/canadian-plain-packaging-requirements/?region=on&gt&gt;.

Cunningham, R. 2018, ‘Canadian Cancer Society report shows 65 university and college campuses in Canada are 100% smoke-free’, Canada Cancer Society, viewed 19 November 2019, <http://www.cancer.ca/en/about-us/for-media/media-releases/national/2018/canadian-cancer-society-report-shows-65-university-and-college-campuses-in-canada-are-smoke-free/?region=on&gt;.

Hammond, D. 2010, ‘”Plain packaging” regulations for tobacco products: the impact of standardizing the color and design of cigarette packs’, Scielo, viewed 19 November 2019, < https://www.scielosp.org/article/spm/2010.v52suppl2/S226-S232/en/>.

Thrasher, J.F., Hammond, D., Fong, G.T., Arillo-Santillán, E. 2007, Smokers’ reactions to cigarette package warnings with graphic imagery and with only text: A comparison between Mexico and Canada’, Mediagraphic Articulo, viewed 19 November 2019, < https://www.medigraphic.com/cgi-bin/new/resumenI.cgi?IDARTICULO=16771>.

POST B: Everybody Knows

POST B: Everybody Knows (2008)

I vividly remember this campaign when I was in primary school. As an 8 year old seeing grotesque images of diseased feet and infected lungs after the 6 o’clock news if was pretty confronting. I remember the discussions we had in class about the ad and how the effects of nicotine and smoking tar and how this formulated my strong negative opinions about smoking.

Analysing the campaign from a mature perspective I can see the genius in it. The campaign was formulated by the Cancer Institute of NSW and was a montage of previous campaigns – an effective move considering the imagery was already widely known through previous QUIT campaigns. The message was spread over 2 mediums, a 60 second television ad consisting of imagery of smokers who had developed diseases as a result, and a 30 second radio ad. The television ad was aired during the coverage of the Beijing Olympics due to the fact that “TV viewership goes up 40% during the Olympics” said Verity Firth (NSW Assistant Health Minister). 

The ad had one of the highest effectiveness ratings (6.90 out of 10) and had the greatest proportion of smokers saying that the ad made them worry about their smoking (77%) and stop and think (80%).

The influx of Anti Smoking material put out in the late 2000s can be attributed to the returning of funding to the area. In May 2005 when the federal treasurer announced that a campaign to tackle youth smoking would be handsomely funded it laid the foundations for the campaigns we see today. It was found that mass media campaigns worked the best and were the most cost effective of the tested. This increase in funding to the QUITLINE and the Cancer institute assisted in developing campaigns that were harder hitting and more effective. 

Like all campaigns from the Cancer Institute it was followed and evaluated, one of the powerful ideas that came from the campaign was that “The delivery of the information also had the capacity to act like a message that was coming from within rather than being authoritarian”. Throughout the ad the Leonard Cohen song Everybody Knows plays aswell as text flashing on the screen, these read:

  • Everybody knows smoking causes all these diseases
  • But you still smoke
  • Maybe you do need to break your habit

I think that these are very powerful and this strategy has been used in following campaigns such as the “Don’t make mokes your story” (2018).  I think that this use of graphic imagery juxtaposed with a very personal message is highly effective and when introduced at the same time as plain packaging such as in Australia it makes for a hard hitting campaign.

Sources: 

Cotter, T, & Hill, D. (2008). Australian Anti-smoking Campaigns. Of Substance: The National Magazine on Alcohol, Tobacco and Other Drugs, 6(1), 26–27.

Fenely, R. 2008, ‘Games Viewers get shocking anti smoking ad’ Sydney Morning Herald, 16 August, Viewed 20th November 2019, <https://www.smh.com.au/national/games-viewers-get-shock-antismoking-ad-20080816-3wi9.html>

Guillaumier, A., Bonevski, B., & Paul, C. (2015). Tobacco health warning messages on plain cigarette packs and in television campaigns: a qualitative study with Australian socioeconomically disadvantaged smokers. Health Education Research, 30(1), 57–66. https://doi.org/10.1093/her/cyu037

Image:

Still from “Everybody Knows” 2008 NSW Cancer Council

Post B: Australia’s Worst Serial Killer

During February 2019, 6 major newspapers featured front page coverage of teasers for a story uncovering ‘Australia’s worst serial killer’. This 4 week interdisciplinary campaign by the Heart Foundation, was rolled out to online news and broadcasting platforms, including the True Crime Australia website. This was then followed by the release of a video of investigator, Clive Small, telling his story of being stalked himself, calling action against this prolific killer that was still on the loose. The advertisement concluded with the text: ‘Heart disease is Australia’s number one killer, taking 51 lives a day’.

This campaign was a major success, increasing the heart foundation web site traffic by 270%, and encouraging 800,000 people to check the online heart age calculator. The campaigns reveal, was the topic of almost 2000 media stories, print, online, radio and tv, spreading further awareness. This public unrest triggered the federal government to introduce a Medicare funded health check, therefore fulfilling the Heart Foundations goal. This bottom-up approach to policy change is beneficial in providing people with a sense of power, allowing for greater attitudes towards behaviour change (Wallack 1994).

The campaigns success can be attributed to its creative approach in the way it framed its message. As a society we have become desensitised to the overwhelming release of health statistics, especially when presented to us in ad form (Elliott & Speck 2013). The campaign instead played on Australians fascination with true crime, personifying heart disease as a serial killer. This was especially contextually relevant, as it rolled out during the same time news coverage was reporting Ivan Millat’s decline in health. 

In May the campaign launched another advertisement, that featured parents telling their child, that they were dying from heart disease because they did not love them. This ad received serious backlash and was pulled within a week. While both advertisements played on shock to instigate behaviour change, this was insensitive to those who had lost people to heart disease. What separates the ads, is the role of truth in the message. Reframing heart disease as a serial killer, recontextualises the severity of its threat, while framing complacency with heart disease, as not loving your child, is simply untrue. 

When designing my intervention I will remember the integral role storytelling plays in the communication of a message (Gray 2013), remembering the power in using shock to reveal truths, while being sensitive personal experiences. 

Word count: 399

References

  • Gray, J. 2013, ‘The power of storytelling: using narrative in the healthcare context’, Journal of Communication in Healthcare, vol. 2, no. 3, pp. 258-273.
  • Elliott, M. & Speck, P. 2013, ‘Predictors of advertising avoidance in print and broadcast media’, Journal of Advertising, vol. 26, no. 3, pp. 61-76.
  • Wallack, L. 1994, ‘Media Advocacy: A strategy for empowering people and communities’, Journal of Public Health Policy, vol. 15, no. 4, pp. 420-436.

POST B: #hereforyou

Image result for #hereforyou instagram campaign
Image: Brittany Herbert/Mashable, Instagram

There has been an increase in the discussion regarding mental health amongst social media, normalising the stigma regarding mental illness. On May 8th 2017, coinciding with Mental Health Awareness Month, Instagram announced the launch of its new campaign which addressed mental health issues in a heads-on way by introducing the hashtag #hereforyou. The hashtag’s intention was to encourage users to share experiences on their struggles with mental health, with the goal to end the stigmas and stereotypes surrounding mental health issues and to remind anyone feeling alone that there are people out there who they can talk to and empathise with their struggles; overall showing users that they are not alone.

Instagram’s Chief Operating Officer Marne Levine stated that “People come to Instagram to tell their stories in a visual, and through an image they’re able to communicate how they’re feeling, what they’re doing. So, what we decided to do is to create a video campaign highlighting these communities of support that exist in Instagram”.

Video: Find Your Support Community on Instagram from Instagram on Vimeo

The campaign was first introduced by Instagram through the launch of a one-minute campaign video featuring three Instagram users: Elyse Fox (@sadgirlsclubbpng) on her battle with depression, Sacha Cuddy (@thetremblingofaleaf) on her recovery from anorexia, and Luke Ambler (@ambler09), who focuses to remove the stigma for men to talk about mental health and suicidal thoughts. At the end of the short film, more hashtags are shown on the screen which include #ItsOKToTalk, #MentalHealthMatters, #RecoveryIsPossible, #SadGirlsClub, #EndTheStigma, #SelfLoveClub, and #EDWarrior. Other viewers and users are also free to and encouraged to share their thoughts and feelings.

The campaign has proven to be successful as considering that Instagram has a huge power to have an influence, they have launched the topic of mental health into the realm of public discussion, and with the campaign launch, they have brought mental health into the newsfeeds of billions of people- from people who are struggling themselves to people who may have attached negative stigmas.

Levine has said that there is already a community of people who support each other on Instagram, however hopes that through this campaign more users will be able to find that they can relate to each other.

“The hashtag, here for you, that’s something that people say all the time already on Instagram”, Levine said, adding that the new campaign highlights individuals and “giving examples of people in the community” to whom others can relate.

Sources:

McKelvey, K, 2017, Instagram Launches #HereForYou Campaign for Mental Health Awareness, ABC News, https://abcnews.go.com/Health/instagram-launches-hereforyou-campaign-mental-health-awareness/story?id=47262825

Instagram, 2017, Find Your Support Community on Instagram, Vimeo, https://vimeo.com/216306445#embed

Brar, F, 2017, Instagram Launches #HereForYou Campaign to Honor Mental Health Awareness, Shape, https://www.shape.com/lifestyle/mind-and-body/instagram-launches-hereforyou-campaign-honor-mental-health-awareness

Canning, K, 2017, Instagram’s New #HereForYou Campaign Promotes Mental Health Awareness, Health.com, https://www.health.com/anxiety/instagram-mental-health

Bury, L, 2017, I’m Here for Instagram’s #HereForYou Campaign, Medium, https://medium.com/babble-on/im-here-for-instagram-s-hereforyou-campaign-95209254dfd8