BrandWorld has created an integrated, non-profit campaign to raise awareness about a serious and often misunderstood health condition that affects individuals from all walks of life – eating disorders.
We consulted not only psychologists, clinicians, eating disorder charities and health care professionals, but also parents whose children who survived an eating disorder. A common refrain was that there is a lack of education around eating disorders and how deadly they can be.
Eating disorders have one of the highest mortality rates of any mental illness. People suffering from Anorexia have a higher mortality rate than those with depression. Despite this, eating disorders like Anorexia Nervosa, Bulimia Nervosa and Binge Eating Disorder don’t get the attention they deserve and need.
Through Family Health Diary BrandWorld has developed deep experience in the health category; we were well-equipped to help educate HCPs, communities, parents and the public about eating disorders, and kick-start the conversation. We were determined to offer a counterpoint to the alarming advocacy (there are sites and social media that actually promote illnesses like anorexia and bulimia) and the seemingly ubiquitous message of “nothing tastes as good as skinny feels” in popular culture.
To realise the campaign, we researched eating disorder organisations, ultimately finding common ground and partnering with the New Zealand Eating Disorder Clinic (NZEDC).
NZEDC is a private clinic that supports people with eating disorders. In addition to personal client care they also host Hope Nights, where survivors share their experiences with others.
The campaign encompasses all eating disorders, without focusing on one in particular - they are all dangerous conditions.
The campaign juxtaposes symbols of death with those of weight and food. It is confrontational but relevant and necessary to capture attention. This grim facts avoid tiptoe-ing around the topic and its very real threat to the lives of people who suffer from eating disorders.
The campaign communicates The Nine Truths of eating disorders, a universal framework to help people better understand what they’re dealing with. We include a hashtag for The Nine Truths on our Adshel posters and expand on the different truths on the NZEDC Facebook page.
The Nine Truths address misconceptions, stigma and stereotypes around eating disorders. Truth #9 is our tagline: “Full recovery is possible.”…there is Hope.
We've spotted a trend - the rise of the 'conscious consumer'. They care about what they consume and how the products and brands fit into their lives - ChooseWell™ is the property to tell those brand stories. For over 20 years we've developed promotional platforms and mastheads to help big and small brands reach their goals faster and more effectively than 'going it alone'. From Family Health Diary® and Discover® to The Mix™ our formats have given us meta marketing insights (working with hundreds of brands) over time that would be impossible to acquire any other way.
What is ChooseWell™?
ChooseWell™ is an exciting new promotional platform by BrandWorld that helps consumers make better choices.
The categories we focus on are:
ChooseWell™ tells your brand stories using video for television, on-demand viewing, social media platforms and your website. Video ads are complemented with the ChooseWell™ suite of media – website, eMail campaigns, Instagram and Facebook.
The execution is contemporary and upbeat, with a variety of production options available to match your objectives and budget – from graphics and ‘table-top’ to presenters and locations.
ChooseWell™ is presented in association with Family Health Diary®. This gives both reassurance to consumers (based on 20 year history) and advertisers access to unique media package deals.
Why have we developed ChooseWell™?
Consumers are increasingly interested in products and services associated with not only their wellbeing but also those that are sustainable and ethical.
In a crowded marketplace that can mean the difference between one product succeeding and another failing. Not only are the actual benefits of the product important – but also alignment of brand values.
Participating in ChooseWell™ helps reassure your customers as well as reaching them with your brand news. We offer creative, product and media – at a guaranteed price.
The broad audience for ChooseWell is household shoppers 25+. They are motivated by personal and family wellbeing as well as concern for sustainable/ethical practices. They are adventurous and interested in trying new products that may sometimes be substitutes for traditional products.
When should you use ChooseWell™?
Our long history with masthead formats such as Family Health Diary®, Discover® and Eating Well™ has proven that advertisers get results and better ROI from a platform package than by producing their own ‘standalone’ tactical messaging. In many cases we offer complete creative, production and media packages that cost less than some agencies charge for production alone.
Get in touch if you'd like to discuss how ChooseWell™ can help you achieve your goals.
yThe trend to characterise and stereotype entire populations of people based on their year of birth can be the marketing equivalent of astrology.
It’s important to keep a sense of perspective – individuals and sub-groups will have extravagantly different characteristics – whether they are Boomers, Gen Z , Millennials or Gen Z.
Each generation has specific concerns based on their experience of the world from technology to political influences. Members of every cohort will be influenced by the same factors to a greater or lesser extent – but the current generation will have had a far more concentrated dose and will be the canaries in the coal mine for social shifts ahead. They have the greatest vested interest in the future – so we need to pay attention to their characteristics, wants and needs; because they will shape and influence the society we will live in. Just as baby boomers were the first generation to be described as teenagers – with a rebellious attitude that horrified their traditionalist parents, Gen Z demand to heard and have the most at stake in a future with climate change and sustainability issues pressing down on them. Ignore them at your peril.
Who are GenZ?
GenZ is a term that describes people born between 1994 and today. They are the sequel to the cohort known as Millennials, who have been fetishised by marketers in recent years.
GenZ has been subject to myths and stereotypes such as: they have an 8 second attention span, they are addicted to their screens and personal devices, they are more entrepreneurial and, boy, do they love a cause. A survey of the literature by BBDOKnows* suggests it might be time for a debunking or at least a closer look at Gen Z and their likely impact on society – though obviously with a close eye on marketing and consumption.
Follow the money.
GenZ will represent 40 percent of the global population by next year. They will have a $143bn(US) direct spending power; $127bn spent on them by their families; $333bn indirect influence on household expenditure. That means they will soon be the most powerful global consumer group.
GenZ have been heavily influenced by being the first cohort born into a world with the Internet and connective technology – but also into a world of ‘instability, poverty, recession and corruption’ (according The Drum – 2016). They distrust large corporates and government.
Attention span of a goldfish?
Rather than being the generation of ‘Blink, share, laugh and forget’- it may be that Gen Z are more discerning, used to reading and evaluating fast…they aren’t obsessed with contiunal stimulation – on the contrary they are paying attention to ‘the long game’ including their financial wellbeing. In the UK a study by Kantar.com revealed 66% plan to put money away for their family’s future. 62 percent are constantly striving to improve their abilities and self-improve; 71 percent say they look for new experiences and sensations (vs. 58 percent of global adults) – they are eager to learn through discovery.
Far from being gormless screen addicts Gen Z use the web and social platforms for news, inspiration and discussion. They’re well informed, thoughtful and equipped to take control of their own world and the world around them. They are possibly more careful with their use of social media – more likely to self-censor; they don’t want to express offensive views; in their spare time 57 percent say they are developing. Skill sets and professional currency. They are more likely to define themselves by their values and interests rather than class, race or sexuality.
The entrepreneurial urge
Unlike previous generations Gen Z would rather work for themselves than for a large business, they distrust traditional structures and have seen their parent’s vulnerability to corporations. They express quite conservative values (contingency planning and self-reliance) – but they are open-minded about what their future employment might look like.
There’s a perception that Gen Z just love a cause – but it’s more nuanced than an idealised view of the world. 67 percent of US Gen Zs have stopped buying from companies who stand for something or behave in a way that isn’t aligned to their values. They distrust brands that target them through ‘purpose branding’ and have a highly discerning filter that is attuned to authenticity. But beware – brands that espouse their authenticity without walking the talk will be rejected by GenZ. The terms ‘authentic, craft, artisinal and legacy are considered irrelevant by 72% of UK Gen Z. 82 percent prefer genuinely helpful products and sustainable brands and a colossal 94 percent believe companies have a duty to address critical issues – they want and expect solutions.
In a nutshell:
1. Definitions of Gen Z differ but essentially, they are the upcoming consumer group after Millennials.
2. Their huge spending power means that they are beginning to dictate how brands behave.
3. The context in which they have grown up – of political, global instability and extreme technological change – have inevitably shaped the way they view the world.
4. They are four myths which are often discussed in relation to Gen Z as a result – that have short attention spans, are addicted to screens, have entrepreneurial spirits and love a cause. A different way of looking at them is that they have a discerning filter and are playing a long game, are personal brand managers, have conservative values, and don’t like purpose for purpose’s sake.
6. Gen Z crave control over their surroundings, and brands need to consider how they are giving Gen Z control over their lives.
7. This can be through either helpful products/services, or helpful brands.
8. Essentially, Gen Z need to know what your product does for them and why they should buy into it,
9. In other words, the product needs to be designed for their needs and the brand needs to enhance their personal brand.
If you would like a copy of the full BBDOKnows report: Debunking the myths of Gen Z -get in touch.
*BrandWorld is a member of the BBDO network of companies.
One of the most pressing demands on marketers these days is the demand from finance and procurement departments to deliver a demonstrable return on marketing investment (ROI). It is the new reality. In simple terms R.O.I. is the calculation of profits minus costs, divided by costs – which should deliver a percentage figure.
There are issues with ROI that its critics delight in pointing out – one of the most significant issues is that it encourages short term thinking. Advertising often has an effect on consumers long after they are exposed to a message. Even in the Internet era sane people don’t jump online to order a packet of Gingernuts as soon as they see an ad promoting them. Advertising relies on memory – especially in categories like FMCG. So the metrics of success of a long running campaign are often incalculable – or results cant be necessarily be attributed to the most recent expression of a brand’s communications.
Percentages often don’t paint a clear picture. Prof Byron Sharp says “…ROI takes attention away from the actual return, in dollars. It’s the size of actual return that matters to shareholders…what matters is how effective it is, not how efficient it is. An ROI of 150 percent on a million dollar campaign is $500,000, while an amazing 500 percent ROI on a $10,000 campaign is still only $40,000.) This effect tends to encourage smaller campaigns and encourage cutting marketing expenditure…it’s possible to deliver infinite ROI by slashing advertising to zero.’
Even accounting for our obvious bias – we don’t recommend this strategy – in the current marketing environment it makes sense to pulse activity throughout the year. Even Prof Sharp recommends avoiding flamboyant campaign launches then retreating to your planning cave to ‘plan’ your next blockbuster launch. As a general principle it makes more sense to divide your budget roughly by 12 months and be mentally available to your customers throughout the year – stimulating salient memories as they make their choices. This can reconcile the ‘short-termism’ argument with brand growth. Our Oxygen™ campaign model follows this approach – which has been successfully deployed by Kellogg’s New Zealand. According to Frankie Coulter, marketing manager at Kellogg’s this approach has delivered exceptional ROI for the featured brands with sales and market penetration increasing to reverse a long trend of decline.
Many of our clients engage BrandWorld to undertake specific, tactical programmes and promotions with a clear beginning and end. Not short sighted – but with specific tasks to be achieved. Our highly effective communication model makes it simple for them to improve their ROI, build brand health while growing sales, market share or warm leads.
Another aspect of ROI measurement that is often forgotten is the cost of the time and personnel inputs – our systems reduce the number of moving parts in any campaign to maximise your ROI and leave nothing to chance.
Return on marketing investment (ROMI) has become a hot topic – as more marketing departments are putting more emphasis on justifying marketing expenditures. ROI can be something of a blunt instrument though – if it only measures the revenue earned from individual campaigns, relative to their hard costs. There are also subtle – and often forgotten measures of ROI. Without a clear reading all of the inputs it is like flying a plane taking readings of altitude and speed without factoring in wind speed and direction - or how much fuel it will take to reach your destination.
At BrandWorld, In our dealings with marketers from across a wide spectrum – ranging from health and FMCG to financial services – we have noted that one of the most pressing issues confronting our clients is the demands that the marketing process makes on their time. As a result we have developed systems and processes that are lighter and more agile.
If you are the kind of marketer with a job to get done and done right first time…you’re in the right place. Our unique, systematic approach and deep expertise in categories like health and FMCG has helped hundreds of great brands predictably exceed objectives - reaching more people with more salient, more accessible ideas with less fuss, less cost and more certainty…and a greater return on marketing investment. Which kind of eliminates the need for lucky charms.
The debate about the effectiveness of broadcast television continues to swirl, but it seems the biggest tech companies on the planet are turning to TV for its reach and ability to engage human emotions - here's a recent report from ThinkTV
In the UK, Christmas 2018 saw a significant amount of TV brand advertising for online brands. Amazon, Google, eBay and Uber spent £15m in December alone, and there were many other online brands using the power of TV for mass reach of consumers. Digital brands and Big Tech companies have increased spend on proven media in the UK for the last five years, a trend being seen globally too.
The Big Tech companies have been major investors in TV, both in the UK and in U.S.A. These days, even Facebook advertises on TV, in fact in the U.S.A, out of thousands of advertisers, Facebook was the 72nd largest spender on TV in 2018 (meanwhile Google was the 21st largest spender).
Here in New Zealand, large internet and e-commerce companies* are among the biggest spenders on television, investing around $33 million on television last year, representing 80% of their advertising budgets**. Clearly, for online brands in particular, which have little or no physical presence, TV’s ability to create emotional connections with large audiences is vital.
*Trivago, Webjet, Expedia, Harmoney, My Food Bag, TradeMe, Amazon
**Nielsen Advertising Information Services – ratecard, April 2018-March 2019
“So, what’s going on? These are the very companies that are reputed to understand advertising effectiveness in exquisite detail. With their rich data and world-leading analytics, we might have expected them to focus on data-driven sales activation media. Isn’t TV the medium they are advising others is a waste of money?
Quite why they do this when the overwhelming body of effectiveness evidence points to the opposite conclusion, is increasingly an enigma. Clearly Big Tech are looking more objectively at what works: despite having access to advanced digital tools and data, these companies choose to put ever more money into traditional advertising media.
Seems they’ve worked out for themselves that online businesses need offline advertising, and they especially need the extraordinary brand-building powers of TV”
Peter Field and Les Binet; News and Opinion, Thinkbox April 2019
Our friends and colleagues at ColensoBBDO have developed an idea in the wake of the tragedy in Christchurch to help prevent the spread of inappropriate material on the web related to the disaster. Let's hand the mic over to them to explain the idea:
I thought I’d circulate something we’ve been working on over the course of last week in the wake of Friday’s atrocities.
Based on the truth that terrorism is mass murder with a media strategy, and following Jacinda’s address where she pledged to never speak the individual’s name responsible - we’ve launched Share No Evil.
It’s a digital tool designed to starve this individual the oxygen he needs to survive. Exposure.
It’s a chrome extension that once embedded in your browser, will replace any reference to this individual in any search or news article with the words blacked out: ‘Share no evil’.
His name will never be seen again.
It’s open source, so we’ll be inviting the world’s developer community to contribute to it and broaden its application to ensure that the extension can block more content in future. Photos, links to manifestos, and content in general that’s designed to promote extremist ideals and recruit followers.
We want the utility to be used and powered by the people of NZ and the world. And, we want brands and partners to support it too. To date, Spark, Vodafone and 2Degrees have got on board, and TVNZ are about to follow suit.
The icon is based on the proverbial three wise monkeys – See no evil, Hear no evil, Speak no evil – and we’ve developed a fourth.
It’s a small thing we hope will begin to make a difference, today. We’re simply putting the user in control.
There’s a suite of tee shirts, phone stickers and press going out as we speak and we’re hoping it gets some exposure and creates conversation around making the sharing of this type of content socially unacceptable in Aotearoa.
If you’d like tees or stickers – let me know.
Please join us to kick-start the chat on social and - if you feel it’s appropriate, circulate to your agency.
You can install the tool at www.sharenoevil.co.nz
Grab the wise monkeys gif
Or use one the stills here on this page
And add a line if you like:
“ #ShareNoEvil is a movement to make sharing terrorism content culturally unacceptable in Aotearoa ❤️ ”
“I’m starving terrorism of the oxygen it needs to survive #ShareNoEvil”
“Finally! A way to remove this <expletive’s> name online. Blocked by #ShareNoEvil”
“@jacindaardern promised to never speak the NZ terrorist’s name. Same. #ShareNoEvil.”
“Terrorism is mass murder with a media strategy. #ShareNoEvil”
“??? #ShareNoEvil updates an ancient proverb for the Internet. Swipe up / link in bio.”
We hosted forty top marketers at BrandWorld HQ for a discussion about the significance of trends in grocery and in media. David MacGregor of BrandWorld led with light-hearted look at some of the issues facing marketers and questioning slavish devotion to the next shiny thing. We followed with a panel discussion facilitated by BrandWorld managing director Richard Stevens with industry leaders Josette Prince and Gerry Lynch.
BrandWorld Live will be a regular event. A great opportunity to hear new thinking, meet your peers in marketing and share expertise.
If you are interested in joining us for the next event - get in touch with Cameron Harper…and Leave Nothing To Chance™