Page 84 - The EDIT | Q2 2017

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Ideas
What was the driving insight behind the idea?
We believe in perseverance and in-depth understanding of our clients, their products, and society as a whole.
When we encounter a new
issue, we keep digging until we find the key obstacle, and then break it down in actionable countermeasures. In our case,
a lack of sex-education is the reason China has so many abortions. However, there is nothing of sufficient breadth to solve this problem. Throughout our research, we understood that students did not have the needed education, despite being something widely accepted and implemented in other countries. Moreover, the authorities had
no plan to do anything different in the foreseeable future. The gigantic gap between need
and supply that we identified provided us with the opportunity to show up as a pro-bono figure, whilst raising the client’s brand awareness.
Looking back, what was the key moment in developing the idea – why was it so crucial?
We had been wanting to do
a large-scale sex-education campaign on digital platforms for very long time, probably since taking over Bayer’s women healthcare business. Despite not
being present an opportunity to do so over the past two years,
we never stopped thinking about the opportunities to carry it out. Luckily, during a very regular media visit with our media partners, I suddenly came up with an idea and had a breakthrough – how sexy would it be if we were able to make sex-ed classes mandatory on social media. (China insight: sharing sex-related topics in public is filthy and highly inappropriate).
What do you do to stimulate your own personal creativity?
Predictably, I spend a lot of time each day on social media getting to know what’s going on and learn new ways of communication.
I also really enjoy studying
data and I very often create opportunities for myself whilst deep diving in the data. Very often during this process ideas will spring to mind... and then this idea will sell because we have strong data to back it up.
Lastly, drawing and writing
helps my thinking. Ideas come fast and vanish fast too. When you’re struck with a good idea, write it down along with any side thoughts, and in the end, the dots should connect, allowing the strategy to stand out.
What advice would you give to PHDers looking to enter the upcoming Light Awards?
1. Love what you do.
Working in this industry is supposed to be interesting and fun, according to TV shows (mad men) and outsiders that is. This is partly true, but all
of us inside the industry know how difficult it can sometimes be. I have worked in this industry over ten years, and
I have seen so many people come and leave; some of them had no shortage of talent, but somehow, they dropped in the middle. To me, being in love with what you do probably is the only thing that will help you weather through difficult times and always stay vitalised.
2. Alwaysgobacktobasics:
Although technology evolves, and media landscapes expand, a human being always remains human. Regardless of whether you are trying to sell an idea to client, or launch a media campaign in market, the receiving end will always be a human being, and we should always take what matters to them as a fellow human into account.
THE EDIT ISSUE 06 | Q2 2017