Dengue Awareness Health Edu-tainment Campaign
THE CHALLENGE
Watsons, a brand well-loved by Filipinos in the space of beauty and wellness, sought to establish itself in a new frontier as a leading voice in health and disease prevention. During the dengue season, they wanted to establish this position by driving health and wellness literacy among Filipinos, particularly through public awareness for prevention against dengue, while showcasing their complete and wide range of anti-dengue and immunity-building products.
STRATEGIC STORYTELLING
EON’s response was a multi-platform communication and amplification strategy that sought to position Watsons as a trusted authority in the space, utilizing a mix of publicity, direct-to-consumer event activations, social media, and visual/performance art. We also partnered with the health department for credibility, and the Quezon City LGU, one of the cities with the highest incidence of dengue, for a relevant and strategic approach.
WORK THAT SURPRISES
The Slay The Swarm campaign was designed to creatively promote dengue prevention by blending Fashion, Style, and Art. It culminated with a consumer activation featuring a PR stunt at the QC Circle. At the heart of the event was an art installation depicting dengue hotbeds. Dancers adorned in fashionable couture costumes inspired by mosquitoes performed to a catchy song specifically produced for the stunt, capturing attendees’ attention and raising awareness about the disease. The dance served as an expression of Filipinos’ efforts to combat mosquitoes and the associated disease.
SUSTAINABLE CONVERSATIONS
The PR stunt served as the central piece of conversation for the campaign. Pre-event publicity enticed consumers to attend, with media and influencers providing coverage. Attendees and influencers interacted with dancers and the art installation, generating additional social media exposure. A fashion film was created for sustaining content.
The campaign’s success was recognized with a win at the 59th Anvil Awards, boasting impressive results including a 546.26% ROI from PR values, onsite foot traffic exceeding targets by 66%, and over 100M sales of dengue products during the period.
