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Campaign Strategies (4Ps) 161

Promotion Strategies
• The key messages of the project were that “you can choose to have a
healthy life” and “you can achieve it through a good diet, through
practicing regular physical activity, and through active attention towards
the value of donation.”
• Based on the characteristics of the target groups (mainly young
individuals), the message delivery strategy was developed through the
use of an emotional style, which should solicit the association of positive
feelings—such as wellness, joy, and happiness—to the concept of health.
In coherence with the project’s slogan, “Choose Health” (Scegli la salute,
in Italian), three slogans were created: “Healthy diet, a good daily
choice”; “Regular physical activity is a healthy choice”; and “Giving to
others is giving to ourselves.” Short and straightforward, these slogans
were mainly based on two
words—health and choice—
repeated in each one.
Pictures were key elements
of the communication
strategy, and they were
coherent with the idea of
choosing health in that
they, respectively,
represented the actions of
healthy lifestyles being
promoted: a smiling girl
with an apple in her hand, a
young boy exercising, or a
hand chain for solidarity.
Bright colors (such as
yellow, green, and light
blue) were largely
employed both in the
images and in the text of
the slogans. Figure 7-3
illustrates the image used to
present the project.
• Original, innovative, and FIGURE 7-3 Image Used to Present the “Choose
appealing communication Health” Project
channels were used to give Courtesy of Daem S.p.A.—Buonristoro Vending
Group