HONK by Ogilvy Sao Paulo for Ogilvy

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HONK

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Industry Business equipment & services, Public Safety, Health & Hygiene, Corporate Image
Media Promo & PR, Case study
Market Brazil
Agency Ogilvy Sao Paulo
Creative Director Fred Saldanha, Claudio Lima, Marcos P. Ribeiro
Art Director Erico Braga, Alexandra Askot
Copywriter Rafael Donato Ogilvy Brasil
Released July 2012

Credits & Description

Category: Internal Communications
Advertiser: OGILVY
Product/Service: MAMMOGRAM AWARENESS
Vice President Executive Creative Director: Anselmo Ramos (Ogilvy Brasil)
Head of Art: Denis Kakazu (Ogilvy Brasil)
Creative Director: Marcos Ribeiro (Ogilvy Brasil)
Creative Director: Claudio Lima (Ogilvy Brasil)
Copywriter: Rafael Donato (Ogilvy Brasil)
Art Director: Erico Braga (Ogilvy Brasil)
Art Director: Alexandra Askot (Ogilvy Brasil)
Junior Art Director: Michelle Pokorny (Ogilvy Brasil)
Junior Art Director: Alicia Benz (Ogilvy Brasil)
Media placement: e-mail - Ogilvy Group Brasil - 22.02.2010
Media placement: video - Youtube - 22.02.2010

Summary of the Campaign
HR wanted to remind their female employees to schedule a mammogram. The free exam is the most effective way to diagnose breast cancer and can drastically increase the chances of survival in the case of an early diagnosis. However, to actually get the busy working women to make the appointment proved a big challenge -especially since most women see the self-exam as sufficient. Instead of a regular day-to-day email, we decided to make a one minute video featuring the women from the office. It captured the audience’s attention immediately with humor and ended on a serious note delivering the message for mammogram awareness and a call to action. What started as an internal email became a worldwide internet hit, reaching over 500,000 people -that´s 7,000 times more than was originally intended. Also, 45% of the women in the office scheduled their mammograms as a result of watching the video.

The Goal
1. To make employees aware of the benefits of a mammogram exam 2. Get female employees over 40 to schedule their examination

Results
The video got over half a million views on YouTube, dominated web trends and blogs, and even got air time on French and English TV shows (Culture Pub and Channel4 respectively). It became one of the most buzzed about non-profit videos of the year in Brazil, reaching 7,000 times more people than originally intended. Most importantly, of the 77 over 40’s female employees at Ogilvy Brazil, 34 scheduled their mammogram exam as a result of watching the video.

Execution
A one minute video featuring the women from the office was made and attached to the email. The video was sent to all employees on February 22 2010, which coincided with Women’s Week in Brazil. It quickly got uploaded by the employees to YouTube where it got 500,000+ hits in just 2 weeks. The video is still running and has been featured on blogs and a few TV shows.

The Situation

Ogilvy Brazil has a strong health-focused employee program which includes fitness, well-being, and social initiaves. They regularly remind employees of different opportunities and programs. To mark Women’s Week and also to take advantage of a new law making all mammogram exams free for women over 40, Ogilvy HR saw an opportunity to both educate and encourage its employees to schedule their exam.

The Strategy
The strategy was to create an impactful communication that would make women aware of the benefits of the exam, without using cliché scare tactics and emotional blackmail (usually seen in this type of campaign). Women needed to identify with the communication and act on it in order for the campaign to be sucessful. An agency-wide email was seen as an effective and simple solution.