Cannes, France – The hardest thing to do is to change human behavior. That doesn't stop us from trying. Around Cannes, we saw smart ideas on how to fit into people's lives and build on health behaviors and commitments they already had. These three ideas, though, they're all about clever interruption.
Aqium launched an upgrade to its anti-bacterial hand sanitizer in the middle of the hottest summer in Sydney. Typically this category focuses innovation and market growth on the cold and flu season. But the record temperatures created a unique opportunity: a perfect storm of heat and humidity that would help germs multiply and spread with every contact. Aquim targeted the 1 million commuters moving through the train system every weekday. They covered the train and station surfaces with invisible UV ink. When those commuters walked through the 'UV light' activation area, they saw a shocking demonstration of how easily germs are spread.
In Dubai, women were not proactively seeking breast cancer screening, in large part due to the taboo about talking about it. Yet, 44% of the cancers in the Middle East are breast cancers. To break the silence in a very sensitive way, Medcare placed a pebble inside the shoes of women who went for prayers or attended religious education sessions. Upon coming back, the women felt a lump inside their shoes with a note that said simply, “Some Lumps are Not Visible, Breast Check Tips at 1-800-Medcare." 33.3% of recipients called the toll-free number.
South Africa has the 2nd highest incidence of skin cancer in the world after Australia. Yet, it seemed that people worried more about marks on their cars than marks on their skin. To increase awareness, CANSA made "car melanomas," low-tac adhesive stickers that could be placed on the doors of cars parked near a beach. The stickers looked like damage to the cars but when car owners pulled them off, they found a damage-free car and a message encouraging them to use the stickers as vouchers for free skin tests at pop-up clinics nearby.