Case Study – Jean Hailes
APPA Gold Award Winner – Not for Profit Promotional Products – 2022
The promotional product utilised in the WHW campaign is a gift tote bag – their major marketing asset. The bag is enormously popular across the targeted audience as it is useful, practical, eco-friendly and the design is aspiring and eye-catching, unique, and aspirational.
Client’s Objective
Beginning in 2013, Women’s Health Week (WHW) is a celebration of women in Australia from all walks of life. It is a nationwide annual campaign dedicated to education, events and online activities centred on improving women’s health and helping women make healthier choices. One of key objectives is behavioural change, because of participants becoming more aware of the importance of women’s health and one of the key messages was to encourage women to check on their mental and physical health.
Challenge
Our client’s brief and goals of the campaign was to raise brand awareness to increase the number of event registrants, attract more visitors to the website, boost the number of online subscribers, as well as extend engagement in social media and increase media articles generated. Our client also wanted to expand reach into Indigenous communities, regional and remote Australia as well as women in diverse groups and multicultural communities.
A new design needed to be created for the major marketing asset, the Jean Hailes WHW gift bag, incorporating a stylish indigenous artwork with the ability to incorporate co-branding for Sponsor logos. The design needed to be aspiring and eye-catching to promote brand awareness and achieve a broad appeal across all demographics.
Our client wanted to continue the focus on environmentally friendly and sustainable campaigns, eliminating single-use plastic and utilising recycled materials in both the manufacturing of the bag and the packaging.
The product campaign also needed to be financially sustainable. Our manufacturing partner needed to deliver an end-to-end solution for design, manufacture, Quality Assurance processes, as well as streamline the logistics and bundling of the bags to make order fulfillment faster and more cost effective.
Results
Brand awareness was increased – The target of double-digit growth in registrants was achieved with a 14.2% increase; online subscribers increased by 21%; Website visitors increased by a whopping 476%; Social Media audience increased by 106% on previous year; Media news articles increased by 8.2%; Reach into regional, rural, and remote areas and communities increased with 36% of events held in regional, rural, and remote areas and 160 events were held in Indigenous communities.
The WHW campaign in 2021 achieved a behavioural change with 30% of women planning to book a health check, 36% will discuss concerns with their health professional, 55% are now more aware of their local health services, 71% said WHW information helped improve their mental wellbeing, 57% plan to take steps to improve their sleep and 60% said information helped them be more physically active.
All elements of the client’s brief were met, developing a product that was eco-friendly, re-usable and cost effective that would continue to be used as a mechanism to inspire and inform women and build brand awareness.
