For a class project, we were given the objective of creating a campaign that convinced women to talk to their doctor about depression if they have the symptoms. To gain some insight on consumers, we watched the way people crossed the street. Not everyone will tell you the truth about how they approach their health but the way they cross the street when they think no one is watching is one way to hypothesize what their health behavior is like.
We noticed several groups that emerged from our observations. There are people who dart across the street when the light is red (riskier health behaviors). There are those people who wait for someone else to go before they start (need a little push to seek help).
We also saw that people like to cross in groups more than alone. Couples in particular cross differently than other groups. They are concerned about one another and are oblivious to the others around them. One particular observation we had that illustrated their concern for each other was a couple about to cross the street. The guy started to cross, but a car was coming. His girlfriend pulled him back to safety on the sidewalk.
This was the main insight that we build our campaign around. A woman is more likely to talk to her doctor if she has the support of her significant other. We focused our messaging to the men encouraging them to be supportive and help their wives or girlfriends in any way they can.
No comments:
Post a Comment