Difficult ‘lethal beliefs’ in a optimistic means wins gold at Younger Spikes built-in competitors | Digital | Marketing campaign Asia

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With their idea for overcoming vaccine hesitancy via a mix of provocative messages about beliefs and behavioural incentives, a artistic duo from Asiatic Mindshare in Bangladesh has gained gold within the Younger Spikes 2022 built-in competitors.

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Shaikh Nafis Fuad, a duplicate supervisor, and Israt Anowar Tithi, senior government in consumer servicing, topped a area of 20 groups of their first time coming into the competitors. Their successful proposal for a vaccine-promotion programme was entitled, ‘Beliefs Can Be Lethal’.

The annual Younger Spikes competitions are geared toward creatives aged 30 or below, who work on a short from an actual consumer and current a 10-slide presentation outlining a proposal that makes use of a minimum of three media channels and gives examples/visuals of marketing campaign activation, together with a written submission.


The consumer within the competitors, Gavi, the Vaccine Alliance, is a public-private international well being partnership that works to extend entry to immunisation in growing nations. The marketing campaign goal was to vary unfavourable perceptions about Covid-19 vaccines and encourage vaccination. 

A juror, Morihiko Hasebe, international government artistic director at Hakuhodo, referred to as Fuad and Tithi’s marketing campaign a fantastic thought that might “assist individuals positively face critical points”. One other choose, Will Brockbank, GM for international advertising and marketing at Zespri Worldwide, stated the proposal was “very clear, based mostly on broad perception and will certainly pressure behaviour change”.

In an interview with Marketing campaign Asia-Pacific, Fuad and Tithi mentioned how they got here up with the thought, what they learnt from the transient course of, how the Younger Spikes competitors has helped their profession growth.

L-R: Israt Anowar Tithi, Shaikh Nafis Fuad


Fuad and Tithi first teamed up final yr. After they acquired the transient, they began by going out to the streets to speak to random individuals about their attitudes towards vaccines. On the similar time, they did peer analysis and requested their vaccine-hesitant colleagues and mates about their ideas. Primarily based on this analysis and communication, they bought a lot of insights concerning the actuality of vaccine hesitancy and crafted the artistic thought, ‘Beliefs Can Be Lethal’.

The core of the thought was to fight non secular and cultural objections, in addition to rumours and misinformation, by utilizing scientifically confirmed info, however packaged in a key message that “blind perception” could be lethal.

“The media doesn’t promote how many individuals are getting properly due to the vaccine, how many individuals are getting away with much less struggling, simply due to the vaccine,” Fuad stated.

Perception based mostly on false impression and rumours is lethal, the proposed marketing campaign argues: “Do not hearken to rumours. Act on the info.”

Along with the artistic posters proven above, the marketing campaign thought contains an out of doors activation. “In the course of roads we had been going to plan a sales space the place it will likely be written like ‘push to get a shock’, and there can be a button,” Tithi stated. Nonetheless, pushing the button would lead to a loud noise or another type of surprising outcome, instructing the lesson that it isn’t a good suggestion to behave on random data you simply occur to return throughout, adopted up with optimistic details about the vaccines. 


As well as, the artistic duo believes that you could know why individuals are not planning to take the vaccines and “make it straightforward” for them to vary their thoughts, both with a behavioral incentive or just by making it tremendous straightforward to get vaccinated.

The marketing campaign thought additionally contains “natural proof” and an “incentive-based exercise” to steer individuals to go for his or her vaccines. The natural proof portion would contain inviting vaccinated individuals and docs to share optimistic views of the vaccine via social media. For the inducement portion, the duo recommended a government-supported programme that might provide free cell speak time. Of their analysis, Faud and Tithi had discovered that some vaccinated individuals truly went for his or her vaccines spontaneously, suggesting that even a small quantity of speak time, value 10 to twenty Bangladeshi taka (about US$0.12 to US$0.24) could possibly be sufficient to get some lower- or middle-income individuals jabbed.

Fuad and Tithi labored on the transient alongside their day jobs. Fuad has over 5 years of expertise within the artistic trade, beginning as a copywriter. Tithi started to work in 2018, however has solely labored within the company world for a yr or so. 

Award Entry title Group
Gold Beliefs Can Be Lethal Shaikh Nafis Fuad, Israt Anowar Tithi
Silver Trick or Fact Hoang Kim Ngoc Bich, Tran Minh Quan
Bronze Hearken to Your Youngsters Andra Miyanka, Nadita Putri Hapsari

The pair additionally took half in Younger Lions Bangladesh, and stated the competitions have made them “unimaginable companions” and “a brilliant staff”.

“Spikes taught an vital lesson of market analysis,” Fuad stated. Speaking to individuals and getting actual insights, moderately than simply studying data on-line, confirmed that “what individuals assume truly is basically completely different from what the media are feeding us”. Tithi learnt that presentation is far more concerning the energy of an thought than the slides. “This competitors gave us much more confidence,” she added.

Although their successful marketing campaign is only a proposal, the well-designed and well-presented transient has already modified the thoughts of a minimum of one actual particular person: A colleague who had not but been vaccinated was satisfied by the marketing campaign concepts and went forward to get jabbed.

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