Brogan Fiori: Strategy & Communication

The Brief NSW Health and the Cancer Institute wanted to deliver a phase campaign approach to address the vaping problem amongst 14-17 year olds in NSW. We were asked to develop a strategy to prevent vaping uptake and cessation that would address a change in their behaviour.

The Strategy In a landscape where governmental messages can often be seen as fearmongering and untrustworthy, we'll tap into known behaviours and content consumption habits of 14-17 y/o's to deliver an important message that inspired behavioural change.

The Idea
Understanding that this youth based audience is hesitant of government based messaging, I knew that we needed to adopt an approach that would appear authentic and relatable, whilst delivering an informative health message. Applying the Theory of Change Logic Model paired with this knowledge, I developed a number of strategic pillars aligned with each behavioural phase.

For creative approach, we adopted a social first campaign tapping into real-time TikTok style trends and content with the aim to truly change the attitudes towards vaping for teens.

The Results
The most recent results show that 7 in 10 teenagers aged 14-17 who have seen the campaign would NOT take up vaping.

This is Phase 2 in a 3-year campaign and we are continuing the measure the behavioural impact this is having on our audience.

The Brief Plant-based food start-up, NotCo - had taken Latin American and the USA by storm. Now they were turning their attention to Australia. They wanted to launch their brand in market creating mass hype and awareness, in an already saturated product category but with a difference. Backed by AI technology (a.k.a Giuseppe), their products tasted just like the real thing... but NOT.

The Strategy Establish NotCo as Australia’s leading cross category food brand, changing our food system, our health and our environment for the better.

Position NotCo as a highly regarded cult brand, building early consideration and awareness ahead of the major product launch in Australian supermarkets.

Barriers to market With a client new to the Australian market, they were hesitant to build a stand-alone online AU presence, meaning any activity would be served from the US page. This presented a barrier when it came to forming the online Aussie personality for the brand.

The Idea At its core NotCo is a challenger brand with a bold and playful aesthetic. We used this to our advantage to prime the market ahead of products dropping creating a series of online videos to tease the product range.

We also partnered with Anna Polyviou to become the brand ambassador, developing a number of NotCo recipes and host a brand launch event to give our audience their first taste of these plant-based foods, but not as they know it.