1. confusion about what bipolar actually is
2. fear of violent or irratic behaviour
3. uncertainty about how to interact with people with bipolar ('otherness')
4. lack of awareness of support/information that is currently availiable
5. sufferers not seeking treatment
Possible Opputunities:
1. Highlight the physical nature of the illness
2. Distinguish the illness from other mental disorders ie. depression, psychosis, multiple personality etc.
3. Put the spotlight on successful people (particularly Australians) with Bipolar.
4. Give access to further information and services such as helpline, job and education services
Some ideas:
-viral video 'crazy person on the bus' showing several people fulfilling specific stereotypes associated with bipolar eg. talking to themselves, looking unkempt, violence etc. end with 'None of these people suffer from bipolar disorder' potentially not reveal what the video is about straight away. follow up video could include successful/famous people who actually do have bipolar at which point we could reveal who we are.
'bipolar disoder is a REAL and TREATABLE medical condition that effects over 200,000 Australians'
-IT'S IN YOUR BRAIN, NOT ALL IN YOUR HEAD.
-From the secondary research, over 70% of people with this illness actually do seek treatment, maybe do something with this, like:
'over 70% of people with bipolar live like this...'
then show someone in the house doing very everyday things, making tea and toast, reading the paper, taking their medication responsibly... once again you could use the line about it being real and treatable, and the it's in your brain thing....
-from this, we could do a film festival? Lydia mentioned how tropfest has a concept each year that you have to include, so maybe we could say that you have to use the slogan from our campaign in some way... opens up opputunities for traditional press releases, facebook, twitter, merchanise (badges, tshirts etc. etc), further celebrity endorsement, flyers, posters etc. etc.
Specific: it targets our audience because it's a local event, and uses new media that will reach 18-30's age bracket. it also encourages two-way communication. it is focused on making bipolar less scary, taboo and ambiguous and can also raise awareness for the services that our client provides.
Measurable: monitor youtube views, website hits, number of entries into the film festival, film festival attendance, facebook and twitter followers, coverage in traditional media ie. tv, newspaper and radio. (probably local stations, triplej, mx, drum media, etc. etc.)
Time-bound:
week one: viral opportunities, press release to local papers, radio and tv.
week two: facebook, website and event promotion, posters, billboards, radio advertising.
week three: promotion of nominations for film festival, celebrity involvement, merchandise etc.
week four: physical distribution (eg flyers), final event.
ok, so i haven't quite got through the rest of the acronym yet, but i think i need the rest of your info. obviously, these are just ideas, so if you hate them all, let me know!!!
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