Content 2
50+ Lifestyle Magazine
Content is a magazine edited by provincie Limburg. The idea for Content rose creating a campaign to prevent the elderly from falling. Since falling often can have a great influence on the rest of their life (mobility, social life,...) it's important to inform people on the dangers of an unhealthy life and to encourage them to stay healthy. Our target audience is 50+.
But to get this negative message across - you wil get older and less healthy - we chose a positive approach with a positive lifestyle magazine. The baseline being 'a practical guide to a healthy life' worked activating and was easily accessible. The name refers to a synonym of happy, but also shows the magazine has a lot of information to offer.
The content of Content was defined through brainstomsessions with the target audience, testings and research. This way, we could give the information wanted by the target audience, completed with information on preventing from falling and other health issues wich needed a univocal explanation. Almost 100.000 issues were distributed, mostly through the network of local bakers, others at events for seniors. For the cover we work with famous local role models. Afterwards an evaluating survey learnt us Content was preserved by 8 out of 10 readers.
You can also watch the tv ad and the invitation for the journalists to the press conference.
