Four out of five people wash their hands. These spots focus on the fifth guy to illustrate the social implications of disregarding several hygienic behaviors being promoted by the Florida Dept. of Health.
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.