The Brief
Choose and Research an Existing NGO and understand its mission, values, and current branding. Define and create a detailed new youth audience profile. Develop a New Campaign Goal based on your research, and create a new campaign goal that aligns with the NGO's mission but addresses a new or unmet need.
The Solution
The “You’re Never Too Young Campaign” is an initiative for Bowel Cancer NZ (BCNZ) with the primary goal of raising awareness about the increasing risk of bowel cancer among younger individuals. The campaign emphasises the importance of early detection and urges young people not to dismiss symptoms based on their age. By promoting taglines “Sort your sh*t out” and “Don’t let sh*t get to you”, the campaign aims to break down the stigma and misconceptions surrounding bowel cancer, encouraging individuals to seek medical advice promptly.
This campaign’s target audience includes individuals in their late teens to mid-20s. This demographic is particularly relevant as recent research suggests a growing incidence of bowel cancer in younger people, potentially due to modern dietary habits and lifestyle factors. As this is an awareness campaign, there isn’t one specific niche that is targeted. However, BCNZ would most likely see response and engagement from those who are within this age range, active on social media and health conscious. Others likely to engage are university students who are within this age range, active on social media and studying a medical-related subject.
The Details
This campaign was designed without involvement from Bowel Cancer New Zealand. The Miro Board below contains all of the work and documentation of this project.
This project was created over 6 weeks as a University of Auckland project.
