[kacey cooper - strategist]
Team:
Tiara Strait (ST)
Super Bowl Amplification: Novartis
How can a Super Bowl ad carry weight before and after the game. Where can we bring more positive energy to the topic of prostate cancer
The fear of a potentially uncomfortable exam causes many men to avoid making an appointment.
Though it is no secret that there are high rates of prostate cancer among men, an estimated 40.3 million age-eligible men in the U.S. have never had a PSA blood test.
Pregame
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Generate buzz
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Make people curious
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Have people tuned in for the ad
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Create a sense of connection between the players and fans
During Game
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Capture attention with Super Bowl spot
During Game
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Builds momentum long after Super Bowl spot
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Encourages people to get a blood test
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Creates ease about this topic
Comms Plans
Pregame
Super Bowl Game
Postgame
Comms Tasks
Spark curiosity about the Novartis campaign
Encourage people to visit relaxitsjustabloodtest.com and relieve pressure of prostate cancer blood tests in general
Continue pushing the need and importance to get a blood test
Comms Barriers
As a pharmaceutical brand, Novartis advertising can get overlooked
People are unaware of how easy it is to get tested for prostrate cancer
People need constant reminders that getting a blood test is important and not as scary as they think
Media Channels
PR Stunt
Social Media Teasers
Superbowl Spot
Billboards
Merchandise
Prostate Awareness Month Partnership
What you'll see during the pregame
To kick off the campaign, a PR stunt promoting “come relax with ~NFL Player~” will pique interest about why they are doing this. Each stunt will nod to finding out more about this during the superbowl spot.
Following the PR stunt, we want to keep generating buzz and curiosity online by showing the tight ends relaxing in their various football cities. Each caption will nod to finding out more about this during the superbowl spot.
What you'll see during the postgame
Following the Super Bowl, we want to keep momentum going by showing how regular people can be just as relaxed as the tight ends because they signed up to take the blood test.
September is Prostate Cancer Awareness Month. During this time, we’ll continue the NFL + Novartis partnership to push the narrative of “it’s just a blood test.” Through having athletes sport the prostate cancer ribbon, a reminder that getting a blood test is important for their health will be reinforced and hope to urge people do so