"Sarcină fără mituri" campaign for Milupa (Danone Baby nutrition) & SAMAS, promoted maternal courses for women.
INSIGHT:
Women usually look for maternal advices in informal mediums (internet & other women with "experience"), believing miths that are stupid and wrong about pregnancy / giving birth.
IDEA:
1. TEASING:
We tempted the women with false and funny miths: we took existing mothering miths and we exaggerated them even more, so that women won't trust them in the future.
2. REVEALING:
When they clicked the banners they were redirected to a very serious mothering courses for women. Then, to make the revealing even more funny and to spread the word we encouraged women to create and submit funny miths made by them.
Pay off: "Who's looking for maternal miths ... finds information."
INSIGHT:
Women usually look for maternal advices in informal mediums (internet & other women with "experience"), believing miths that are stupid and wrong about pregnancy / giving birth.
IDEA:
1. TEASING:
We tempted the women with false and funny miths: we took existing mothering miths and we exaggerated them even more, so that women won't trust them in the future.
2. REVEALING:
When they clicked the banners they were redirected to a very serious mothering courses for women. Then, to make the revealing even more funny and to spread the word we encouraged women to create and submit funny miths made by them.
Pay off: "Who's looking for maternal miths ... finds information."
