Independent Evaluations

Department of Human Services (Vic) Chlamydia Testing Program

The DHS chlamydia testing program was a Victorian Government initiative aimed at raising awareness of chlamydia and to drive testing amongst the key demographic of 18-29 year old Victorians.

The program relied heavily on Convenience Advertising to deliver the messages in pubs, nightclubs, universities and TAFE colleges throughout the state over  an initial 3-month period.

With thought-provoking messages designed by The Campaign Palace, the unprompted recall rates for the program exceeded 85%. Importantly, the independent evaluation found there was an average 42% increase in testing for chlamydia by the age group throughout the campaign period as reported by the Medicare pathology items for Chlamydia testing: 69369 and 69370. The campaign was subsequently expanded for another 6-month period.

Janssen-Cilag’s Imodium Airport Program

The airports proved a successful strategy for Janssen-Cilag to promote their Imodium product.

The 24-month flighting involved more than 500 display points in all international airport terminals and achieved a 35.7% market share in Australia over the initial eight month period. Warehouse sales grew by 59% in 12 months, in the process growing the total anti-diarrhoea market by 20.8%.

The program also changed people’s overall attitude to treating diarrhoea, increasing the number of people in favour by 69.3% in 12 months, and in 12 months increased the overall number treating diarrhoea from 5% of all adults to 7%.

Prostate Cancer Foundation Awareness Program

The Prostate Cancer Foundation had a big task on their hand: to raise awareness of prostate cancer and the PCFA’s national support group network to men over the age of 40, including their significant others.

Each year nearly 3,300 men die of prostate cancer. Many are unaware of the 125 PCFA affiliated support groups around Australia that provide support to men suffering from prostate cancer. The latest PCFA research found 78% of women felt well informed about breast cancer but only 52% of men felt informed about prostate cancer.

The PCFA program was run in airports, licensed venues, cinemas, clubs, hotels, service stations, shopping centres and other community venues with the evaluation findings showing 85% of people surveyed recalled the posters and furthermore 1 in 4 took a take away card. 70% found the messages relevant to someone they knew. Over the campaign period, there was a 19.7% increase in web traffic compared to the previous year for the same period, including an 8.9% increase in web traffic to the support group pages on the PCFA website.

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