SUNSMART 'TATTOO' CAMPAIGNThe SunSmart campaign Tattoo (2003-04) focused on tanning behaviour of 17-24 year old. This campaign focused on TV, Radio and Print advertisements. The campaign was very successful and the following statistics can be read on the SunSmart website link below:
The awareness levels of the advertisement when researched in 2005 found that 71% of those interviewed remembered seeing the Tattoo advertisement and 78% thought it would influence their tanning behaviour. |
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When Kylie Minogue was diagnosed with breast cancer in 2005 the media coverage was very detailed. The information was on TV, in newspapers and on the radio. It is believed that this news coverage is responsible for the 40% increase in women going to have breast screenings in the following two weeks. You can read about this 'Kylie Effect' at the two links here to the right.
A study at the University of Sydney revealed that coverage of the singer's plight caused an unprecedented increase in bookings for breast screening. Researcher Simon Chapman found a 20-fold increase in the news coverage of breast cancer on television. This coverage emphasised that young women also got breast cancer and that early detection of the disease was critical for successful treatment. Professor Chapman said that overall bookings for breast screening increased 40 per cent in the two weeks of Kylie-related publicity. He also found a 101 per cent increase in bookings for women in the eligible age group for the program — 40 to 69 — who had not been screened before. Six weeks after the publicity, bookings remained more than a third higher in non-screened women. Details above collated from this article in The Age and the Medical Journal Australia link. |
Cancer Australia statistics show that at the end of 2008, it was estimated that there were 159,325 Australian women alive who had been diagnosed with breast cancer in the previous 27 years; 57,327 of those women had been diagnosed in the previous 5 years.
A similar effect occurred when Sam Newman was diagnosed with cancer in 2008, after his story aired on Channel Nine's 60 minutes.
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AMY ROBACH - LIVE MAMMOGRAMTV reporter, Amy Robach, who had a mammogram live on air was shocked to find out it had saved her life after she was diagnosed with breast cancer. Robach has now had a double mastectomy after taking a test as part of breast cancer awareness month in America. Speaking today on Good Morning America, the 40-year-old described the news as “the diagnosis that’s still hard for me to say out loud.”
A 2012 New England Journal of Medicine study looked into whether screening mammograms has had an impact on breast cancer mortality. After culling through 30 years of statistics, the conclusion: screening mammograms increase the cases of early-stage breast cancers that are detected, but that detection of advanced breast cancers has not changed. On Australia's sister program Today, which airs on Channel Nine, Lisa Wilkinson announced this story in November 2013, and made a promise to have a mammogram, and was joined by co-host Georgie. In this video Georgie speaks of an article in which it claims that referrals to cancer genetic clinics have tripled since Angelina Jolie's preventative double mastectomy. This has been called The Angelina Effect, and is reported here in TIME magazine. |
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The TAC Pictures Of You campaign was launched in 2008. The campaign features family members holding a photograph of a loved one who has been killed in a car accident as a result of speeding.
The original ad runs for almost 3 minutes with the song Pictures of You playing in the background. This campaign was first aired on TV as a road block on channels 7, 9 and 10. This resulted in the ad playing on all three major networks at the same time. The audience was unable to avoid it unless they changed to SBS or ABC. The campaign is said to be one of TAC most successful. In the year it was launched 2008 the road toll was 303. The following year 2009 the road toll dropped to 290. Road Toll stats: 2009 2008 2007 2006 2005 2004 2003 290 303 332 337 346 343 330 |
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The HIV Grim Reaper ad campaign was created by the Australian Government in response to a rise in the number of people contracting the AIDS virus. The campaign aired in 1987. Below are some statistics about the success of the campaign.
Research done after the three weeks found that 97 per cent of the people had seen it. Seventy per cent thought it had changed people's behaviour and 44 per cent had changed their own behaviour. |
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The Ice Bucket Challenge has been a successful campaign. Its combination of competitiveness, social media pressure, online narcissism, and low barriers to entry have led to more than 2.4 million tagged videos circulating Facebook. Even though 40–50% of the new donors are likely to make one-time gifts only, the Challenge instigated large numbers of people, videos, and donations. The challenge also benefits from a unique balance of mass interest and individual identification.
In using social media as its platform, it accessed many people worldwide; in having its participants individually identify potential candidates – calling them out by “tagging” them – it felt personal. Furthermore, the videos are often entertaining. The average participants keep their videos under a minute, requiring limited commitment from any viewers. Another concept the Challenge benefited from is its ripple effect, inspiring features for articles, such as The Guardian's "10 More of the Best Celebrity Takes on the Ice Bucket Challenge.” Despite its marketing success, critics suggest that the ease of repeating the challenge's spiel do not increase awareness of what the disease actually does and who it is so harmful to. https://en.wikipedia.org/wiki/Ice_Bucket_Challenge#Origins |
THE ‘Nina effect’ is bringing more young people to the inner northern suburbs of Melbourne.
The popularity of Ten’s hit show Offspring, set largely in Fitzroy, Collingwood and and North Fitzroy, is thought to be driving the trend. Property developer Martin Strode said the region’s troubled past was giving the northern suburbs a character that appealed to young professionals. “The north is no longer Melbourne’s best kept secret. In recent times shows like Offspring have really captured the essence of this unique part of our city and are driving a demographic shift of people moving into the area. You might pin it down to the ‘Nina effect’ — those seeking a Manhattan-style loft apartment just like Nina’s.” |
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