Interactive Marketing Concept - Case Study
This project was created as an ode of sorts to my father who has successfully battled Prostate Cancer over the past year. The goal for this project was to create a PSA about a topic of my choosing through the lens of a fictional client.
Client Description:
ProProstate is a non-profit, volunteer backed organization who relies on canvassing, cold calling and coin drop donations for the majority of their outreach. Due to their limited budget and the lack of volunteers, they struggle to spread their message. ProProstate's leading goal is to inform, destigmatize, and acquire donations for prostate cancer awareness and research. Their needs center around modernizing their marketing approach by creating a website, social media content and lead capture forms.
General Target Audience Profile:
The target market centers around the average, middle-aged, American man - especially those who do not regularly see a doctor and avoid regular prostate exams.
My Approach & Solution:
My course of action relies on creating web pages and social media content that employ SEO based advertising and creative copywriting with a masculine tone that appeals to the target market's ethos. Additionally, my solution involved hand illustrating characters in an old-cartoon style with a pale blue color palette that nods to prostate cancer awareness and appeals to the nostalgia of the target audience.
Oncology Digital Marketing Research
Webpage Mockups
Golf ball character illustration. He represents the average male prostate through the guise of a traditionally masculine activity..
Website home page with a CTA to Read On.
Services page displaying three key functions of the ProProstate site.
Blog page layout. This is a general guideline with Lorem Ipsum text.
Questions/Concerns lead capture form.
Downloadable content lead capture form that gives the user a PDF activity book.
Casual & Assertive
My approach to the web design was to keep a masculine tone that is utilitarian yet fun. The idea is to ease the anxieties of the target market and spread a message of hope, strength and awareness.
The competitors to ProProstate are non-existent in a way, due to the nature of cancer, there is no legitimate company squashing the efforts of "competing" cancer programs. However, there are large organizations who are experts in the medicine part of cancer, but lack in their ability to speak casually to men. To be fair - this is not their goal. Their goal is to be the authority of science and medicine regarding cancer. My goal for the client is to make them the authority of appealing to their target market and influencing their medical behavior to increase prostate exams.
A few "competitors" I researched:
- AACR (American Association for Cancer Research)
- CDC (Centers for Disease Control)
- PCF (Prostate Cancer Foundation)
These foundations are excellent, but their marketing tone is very clinical and not so personable.
I employ calls to action by implementing contact forms that leaves the client with an email list to use
in future marketing campaigns.
Activity Book Downloadable PDF
Word Search Activity Page
Bicep Illustration representing strength.
Maze Game Activity Page
Mutually beneficial deliverables
The intent behind the activity book is to spread the message, but also calm the nerves of patient’s who may have anxiety surrounding prostate exams or cancer diagnosis. The first page of the downloadable activity book is a prostate cancer themed word search, the other is a maze game. Much in the same vein as the word search, the maze game is aimed at easing nerves and brand awareness. There is a CTA involved in the maze portion of the activity book that asks the user to visit ProProstate’s website.
Social Media Posts
Yellow Sparky Character
Gloved Hand Ad
Red Sparky Character
Golf Ball Character Ad
Inner Strength Character Ad
Character Sketches
Challenging the norms
The main goal for this PSA is to modernize ProProstate’s brand messaging and broadening their awareness. Facebook advertising with a traditionally masculine, but
casual tone, helps to ease men into the overall message.
casual tone, helps to ease men into the overall message.
The gloved hand illustration is exactly what generates the fear for men’s regular check-ups. I turned it into a cartoon to show the target audience that it is in fact, not a big deal and should be normalized. Additionally, I aim to drive home the point that the fear is manufactured from societal stigma and expectations of men.
The inner strength character ad reinforces the message by appealing to the ethos of the target market in a light-hearted manner. The character is meant to symbolize the user. “this could be you, if you got regular prostate exams.” so to speak. He is a figure to look up to who symbolizes inner strength.