The choice is yours
Published on Jan 26, 2016
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MORE DECKS TO EXPLORE
PRESENTATION OUTLINE
The brief
To address obesity at conception/pregnancy
How our viewer sees the world
- I want to give my child the best
- I'm afraid it’s going to be difficult to make change - changing habits is hard (failed before!)
- What if all my friends are still drinking/smoking?
- I'll share good stuff with my friends
How our viewer sees the world (cont.)
- I don’t want my child to have to suffer the health issues I’ve had
- I believe in word of mouth from friends + family more than medical professionals
- I'm short of time just making ends meet but spend at least 9 hours a month on Facebook
They are done with scare tactics; let's show them there is another choice
Photo by bradleygee
THE CHANGE WE SEEK
** To make them choose healthier food choices
+ be more active in pregnancy **
Enter Facebook
(or similar social media updates)
We give them 2 stories
They choose which path to follow
.
Click here to view page: http://cobyism.com/altmba-p7/
They recognise themselves in the old version - tired, eating junk and being sedentary; easy to see there is another story they could tell
Photo by Nina Matthews Photography
We are giving them the
possibility of a new story:
Stick with obesity
OR
Level up and make
healthy choices
Photo by Sergiu Bacioiu
Connecting with the viewer
- "Tell me what bucket to put it in" (Seth Godin)
- By using the idea of status updates on social media, we are starting from something they are familiar with - a Facebook-like update
- Not advice coming from a medical person
This audience spends more than 9 hours a month on Facebook
Add emoticons
+ feelings to status updates + add a story
Match it to the viewer
- tap into their curiosity about other people
- easy to read
- recognisable emotions
- shareable with their friends
- we are just "stealing like an artist" (Austin Kleon)
