Lumina Health for KSA: Man, stay healthy
For many men, health is a low priority. The KSA’s new omnichannel campaign shows how men can be made more aware of health issues and health promotion.
It is no secret that women in this country have a higher life expectancy than men. There are several reasons for this. One of the main reasons is the reluctance to undergo preventive medical checkups, which is probably more typical of men. After all, with many diseases, the earlier they are detected, the better the chances of recovery. "Men are less used to talking about illnesses and taking care of their preventive health care than women. With this campaign, we want to specifically motivate men to deal with health and illness. We also reveal what men can do for their own health," explains Ralph Schröder, Head of Content and Campaign Management KSA.
In the campaign, the agency therefore ventures into male taboo topics and wants to motivate men to treat themselves with care. The themed magazine is flanked by various digital measures such as a campaign website, digital ads and social media activities. A wide range of articles, posts, and videos provide information and tips on men's health and allow those affected and experts to have their say.
Responsible at KSA: Julien Buro, Ralph Schröder, Claudia Morach. Responsible at Lumina Health: Tarja Zingg (strategy, concept), Debi Balmer (design, animation), Lena Rauh (project management), Stefan Zingg (text); photography: Phil Wenger; Google Ads: Klickwerkstatt; media planning: JBW Media.
