A concept that drives behavior change among physicians

The challenge

Around the treatment of a chronic condition, an important theme was at play that An Apple A Day wanted to bring to physicians' attention. Putting a theme like that on the map takes more than transferring information. It calls for an approach that stands out, sticks, and prompts action. The brief was to make that happen in a compelling and credible way.

The approach

Behavior change takes more than information. It takes an idea that's recognizable and pushes people to do things differently. We developed a playful, recognizable concept that makes the theme relatable and sparks conversation. We backed the message with scientific evidence, drawing relevant studies into the concept, so it's both compelling and credible to healthcare professionals.

The concept was set up as an umbrella. It spans the different phases of treatment and can be deployed differently per phase, depending on the internal objective at that moment. One recognizable idea that stays consistent, while flexing to fit what's needed.

The result

A recognizable, scientifically grounded concept that puts an important theme on physicians' radar in a compelling way. Thanks to its umbrella structure, it can be deployed across different phases and objectives without losing its strength.