The Drama Down Under continues on in 2017. Launched in Victoria in 2008, Drama Downunder is one of Australia’s most successful and longest continually running sexual health campaigns. Commissioned by AFAO (Australian Federation of Aids Organisations) and produced by VAC (Victorian Aids Council), the campaign has been globally recognized as an innovative and effective social marketing campaign.
Learnings from the campaign Why it’s Aust longest running sexual health campaign, together with a behind the scenes look at the development of the campaign have been covered in previous posts The making of Drama Downunder – Go behind the scenes.
The 2017 executions are based on a new theme of musical tastes and trends over the last few decades. It will air across a combination of outdoor, online and print media.
As Adam Hynes, Health Educator at VAC explains regarding the 2017 campaign. “It is tracking very well, as previous iterations have. The objectives of the campaign remain the same each year, we just find a new and innovative way to convey the message of regular sexual health testing, using different visuals and different taglines, but reinforcing the Get Tested, Get Treated, No Drama!”
Furthermore “The evaluations have shown that a combination of outdoor, online and print media is relevant to various populations within the community and thus we use the same methodology. Until the evaluation data indicates that a particular method is no longer successful, then we will continue to utilise it.”
by Konrad Markham’
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