Florida Department of Health - "Urinal"

Marketing for Change

Marketing for Change Washington, United States

4700

Brand: Florida Department of Health
Country: United States

Advertiser: Florida Department of Health

Title	Urinal
Agency	Marketing for Change
Campaign	Fifth Guy - FDH
Advertiser	Florida Department of Health
Brand	Florida Department of Health
Posted	May 2007
Product	Washing Hands
Business Sector	Public Safety, Health & Hygiene
Tagline	Germs are getting stronger. Let's get smarter.
Story	The Florida Department of Health set out to prepare people for the potential of a flu pandemic, but they faced a tough challenge: No pandemic on the horizon. Most Floridians doubt a pandemic is likely or threatens them personally, and they have a point: No one knows when (or if) a pandemic might hit. So instead of pitching panic, the state, working with the agency Marketing for Change, focused on the behaviors they hoped to change -- a series of hygienic actions such as washing hands, covering coughs and staying home when sick. Then they built the campaign around what does matter to people: Fitting in. Four out of five people wash their hands after using the rest room. So the central character in this new campaign is the proverbial fifth guy, who spreads germs and suffers the social consequences. The campaign includes TV, radio (English, Spanish and Haitian), outdoor (English and Spanish) and print, as well as a work-site program and the usual collection of web site/collateral/etc.
Philosophy	Instead of pitching panic, the state, working with the agency Marketing for Change, focused on the behaviors they hoped to change -- a series of hygienic actions such as washing hands, covering coughs and staying home when sick. Then they built the campaign around what really matters to people: Fitting in. Four out of five people wash their hands after using the rest room. So the central character in this new campaign is the proverbial fifth guy.
Problem	The Florida Department of Health set out to prepare people for the potential of a flu pandemic, but they faced a tough challenge: No pandemic on the horizon. Most Floridians doubt a pandemic is likely or threatens them personally, and they have a point: No one knows when (or if) a pandemic might hit.
Result	The campaign was launched this month (May) and will run statewide into June. An evaluation report is due in July.
Media Type	Television
Length	60 seconds
Market	United States
Director of Photography (DOP)	Chris Beurline
Production Company Producer	Mitch Lawin
Creative Director	Peter Mitchell
Art Director	Joe Rupp
Actor / Celebrity	Ben Spring
Director	Terry Stavoe
Editor	Terry Stavoe
Production Company	Evolution Engine
Post Production	The Cause Films
Copywriter	Thomas Clark
Account Director	Tait Martin