O2 WORLD CHAT
THE CHALLENGE
Vitamin supplements are essential to top up the vitamin needs of the body that you would normally not get from food. But since the effect of the deficiency is not immediate, it is common for people to forget to stock and consume them.
This is especially vital among South Asians as vitamin deficiencies due to genetic disposition and lifestyle are more commonplace.
Idea
The culture of shisha lounges had been on a rise for about 7 years and this was a cause of concern for NHS, local councils and policy makers.
We launched The Shisha Lounge, which was a multi-sensory campaign designed to reach out to the youth with some hard hitting facts about the effects of smoking shisha.
Through this project we were successful in reaching out to our main audience – the youth and their parents, by highlighting the ill effects of shisha. The Lounge reached London, Manchester, Birmingham and Leicester in the form of a mobile shisha lounge cum cinema where people could come in, relax and watch a 3 minute film with real life case studies. The invite only entry helped create intrigue and got the attention of the youth, who were otherwise a hard target to reach.
Results
For 4 years in a row we have successfully delivered more than 50 large scale events across 20 cities. We reached over 1.5 million people through our engagement activities. We generated more than 6000 sign ups to the adult service ‘Heart Matters’ and more than 8000 sign ups to the kids service ‘Artie Bear Club’. But with this campaign we were able to reach the youth with over 250 screenings which were held across 4 events and engaged with over 3500 young people.