The first project undertaken by The Big RD was on behalf of the NHS in the County Durham region. We needed to release a film that would appeal to the hard to reach 15-24 year old market in the North East. After weeks of market research, talking with locals in a variety of different professions (from builders to students) we decided that the best approach was to make something that was both funny and shocking but on message.
Our research showed that young people were turned off by traditional ‘preachy’ health messaging. We decided to create a film that was far more in line with their expectations of a typical YouTube hit. By generating this sexy film we were able to keep the audience hooked long enough to feel as though we had earned the right to deliver the health message at the end.
The film was initially banned on YouTube but was then reuploaded on a variety of other video posting sites. The Sun picked up the story and it ran as their featured front page item for over 24 hours.
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