PSAs: Preserving the Verve

without the Hype

April 8,2009

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From Study Goals to Methods

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Goals of the Study

▫Determine whether two methods of prompting patients to discuss depression with their doctors would make it more likely that:▫Patients will bring depression symptoms to their

primary care physician’s attention

▫Physicians will provide proper care for patients with depression (medication, psychotherapy)

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Report of results for development of IMCP and PSA to entire research team

15 focus groups of men/women, low/mid-income people with a history of depression

Qualitative analysis:

SRG survey, population-based sample Conjoint analysis survey

Quantitative analysis

Reports presented and discussed with Roberts Communication team

5 story boards Refined on the basis of discussions between Roberts and T2D2

Market research focus groups considered 3 top choices Recommendations

Choice of final PSA format, choices about wardrobe, actors, scripts, etc.

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The Report

▫Focus groups

▫SRG survey

▫Conjoint analysis

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Major Themes

▫Patients may not know what is wrong

▫The word “depression”

▫Physical, characterological and situational explanations

▫Physician competence, openness and trustworthiness

▫Difficulty communicating with physician

▫Beliefs and preferences about treatment

▫Negative social support: “8 stupid things”

▫Stigma and shame—would you tell your….?

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Idioms of Distress (Examples)

▫PHQ-9/DSM depression symptoms

▫Metaphors—constriction, tunnels, etc.

▫Perceptual distortions—haze, fog, dark, etc.

▫Pain

▫Anger, irritability

▫Social inhibition/isolation—not shaving, not going out, not answering telephone

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Demographic Patterns?

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The Agency

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Developing the Brief

Carrie RibyMedia & Strategy Director

Stephanie BrittAccount Executive

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Agency Brief

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Agency Brief

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Agency Brief

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Objectives

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Audiences

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SIP-2 Team Discussions to Clarify the Message

▫Can messages encourage treatment without creating unrealistic expectations?

▫Is it possible to engage and target, but avoid stereotyping?

▫Define the intended audience better—how segmented?

▫Are there things that patients already treated for depression cannot teach us about those who remain unrecognized?

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Creative Development

Tony CaccamoCreative Director

Rachel SpenceSenior Art Director

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Key Creative Considerations

▫Authenticity vs. artifice▫Real people vs. actors (vs. animations)▫Factual/real-life vs. dramatic/theatrical▫Forced exposure vs. need to get attention▫Broadness of concept to cover various

kinds of depression experience▫Perils of stereotyping

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Other Things We Thought About…

▫Slick/packaged presentation vs. “home-made”▫Persuasion vs. deliberation▫Realistic outcomes vs. Hollywood ending▫Giving conclusions (pedagogy) vs. helping viewers

reach their own conclusions (imagination)▫Actors as icons vs. actors as humans▫Clever vs. straightforward

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Preserving the Verve without the Hype

!

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Idea Generation

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Initial Concept #1: Nudge

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Initial Concept #2: Inner Voices

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Initial Concept #3: Life Tour

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Initial Concept #4: Glass Box

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Initial Concept #5: Faces

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Economic Realities

▫Create four variants of one theme vs. four different themes

▫Studio vs. on-site filming

▫Sets, props

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Feedback

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Focus Groups

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Glass Box

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Life Tour

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Faces

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Production

Donna FarringtonProduction Manager

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Production Schedule

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Head Shots

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Casting Session

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Other Production Decisions

▫Director

▫Editor

▫Music

▫Post production

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What We Learned

▫Balance between information and persuasion

▫Costs/time for TV-quality production

▫Subtle details in presentation are important

▫Balance between literal interpretation of FG/survey data and creative marketing

▫Focus groups can inform and puree

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What We Learned

▫Segmentation vs. common appeal

▫Check creative egos

▫Be less conceptual, more straightforward

▫Put the verve in the details