According to the National Cancer Registry, one in nine South African women will be diagnosed with cancer in their lifetime and these women require an insurance plan to protect themselves and their children. This is 1Life’s message which Primedia Unlimited’s in-salon advertising business, Salon Media, is delivering to salon users across the country.
It’s a statistic that many people may not be aware of. The motivation for this campaign is to caution women to take notice of how cancer can impact their lives and stress the importance of adequate planning and self protection through 1Life’s All Woman policy, designed for women and their children.
“We needed to incorporate a thought provoking headline that would engage the attention of women, and provide an advertising solution that would reach ladies aged between 25 and 49,” says Kylie Henry, Internal Sales Manager at Salon Media. “A cross section of 26 salons were selected across Gauteng, KZN and Western Cape with the campaign focusing on the salon mirror decals for women to read whilst they are getting their hair done.
The educational infographic styled creative highlighted the top female cancers diagnosed in South African women and young girls as well as the available preventative measures. The leave behind insert highlighted how cancer affects South African women with a visual infographic on the one side and product information on the reverse.”
This campaign is not the usual retail or brand awareness campaign. It is informative, educational, thought provoking and assists women in making provisions to protect themselves for the future. The campaign will run until the end of December 2016.
“We understand that there is already a good understanding and uptake of the campaign and we look forward to receiving the overall statistics once complete,” concludes Henry.