Since 2006, Caihong Integrated Marketing has specialized in the field of pharmaceutical media and public issue communication in medicine, biotechnology, science and education, in addition to focusing on the strategic logic in line with market demand, maintaining good interaction with government departments, media, medical communities and market systems, so that public relations strategies and marketing can be closely integrated, Caihong has also observed many global health marketing trends. The following shares the recent cases of foreign creative health education activities selected by the mining team, and the insights into the success of the activity.
Campaign Against Living Miserably (CALM), a suicide prevention and control organization, launched “The Last Photo” photo exhibition in London, England, last year to provide practical advice and remind people to recognise possible suicidal behaviour and provide support from friends and family who may be prone to depression.
To convey this message, CALM curated an open-air exhibition on London’s Southbank, showcasing a series of giant photographs of smiling human faces. These seemingly happy images are actually one of the last photographs taken by those who later committed suicide. Through this stark contrast between the outside and the inner struggles, it reminds people of the complexities of mental health.
These thought-provoking images have led to a further understanding of suicide in society. By challenging stereotypes and showing the reality that people who commit suicide may not conform to traditional expectations, the population is reminded of the need to adopt a more nuanced and empathetic approach to mental health. This innovative campaign sparked a critical conversation about how to gradually remove the stigma surrounding the mental health of people who commit suicide, ultimately leading to a more supportive and understanding society.
From the perspective of medical PR, the key to the success of this campaign is to focus on the real needs of patients with depression, and draw attention back to medical solutions for depression through good media planning and integration of medical resources.
Popularization of medical knowledge
“The Last Photo” aims to provide greater access to medical knowledge through its partners, including psychology professionals and pharmaceutical research institutes. This PR strategy helps to dispel misconceptions about depression treatment while building the credibility of the NGO brand in the medical field.
Medical cooperation and scientific support
A successful marketing strategy should be built on the backing of science and medicine. “The Last Photo” works with professional institutions in the pharmaceutical industry to ensure that the brand’s messaging meets medical standards, and at the same time receives more scientific support, so that the brand’s influence in the field of depression is strengthened.
Information sharing and more grounded public health education
NGOs use social media platforms to provide medical education, valuable information and medical knowledge about depression. This PR strategy helps to raise awareness of depression in the community, so that more people can put depression in perspective and seek professional help.
Support from medical professionals
The success of The Last Photo is also due to the close collaboration between the brand and medical professionals. This collaboration not only highlights the medical expertise of NGOs, but also provides a platform for professionals to speak out and further raise the social awareness of depression. “The Last Photo” is not only a marketing case, but also a successful example in the field of health marketing. In the future, we will plan to diversify and expand more NGO collaborators, and continue to work with our team members for corporate social responsibility.
Director of Caihong Integrated Marketing Co., Ltd. Irene Gu
[email protected]
