“We need to talk”: this phrase is often used to start rather unpleasant conversations. However, life can become much more unpleasant if the right words are not spoken – and acted upon. This is why Generali Austria launched the social media awareness campaign Burschen, red’ ma drüber together with Virtual Identity just in time for Men’s Health Awareness Month in November 2023.
- 10.2 MioImpressions
- 1.7 MioPeople reached
- 240 kInteractions
Men often forget to take care of the most important thing: their own health. According to the Austrian Health Insurance Fund, men go to the doctor less often than women and are more often ill. In 2022, only about 13% of Austrian men over the age of 15 had a preventive medical check-up.
Generali Austria wanted to draw attention to this fact with its new campaign during the men’s health month Movember. The centrepiece of the campaign was a series of five mini video podcasts, produced by VI at the famous Hallstatt Lake, in which two Generali employees talk about their personal experiences with cancer, thus reducing prejudices and promoting prevention.
We are proud to have been supporting Generali Austria for 12 years to be constantly developing the brand in social media and now to have launched the first video podcast on such an important topic.
As a special highlight, Generali was running a competition, in which one hundred participants had the chance to win a free Generali health coaching session, which is usually only covered by private insurance. Experienced experts provided personalised coaching sessions to help the winners achieve their health goals and improve their well-being.
By labelling men’s health care as “unmanly”, some of the reactions from the community on social media highlighted how much work still needs to be done to raise awareness for men’s health. Others emphasised the importance of medical screening for successful treatment of cancer and other diseases, sharing their personal experiences and stating that if they hadn’t gone for screening, they wouldn’t be alive today.
After insurance for children and prevention for women, men’s health was the final focus of Generali Austria’s social media content strategy in 2023. The strategy aims to address key social issues in authentic content series within the specially developed #GeneraliFragen format. Generali employees answer questions on the insurance gap between men and women, men’s health and cancer prevention not only at Lake Hallstatt, but also in the company’s own studio.
“We care about you.” Generali literally puts its brand slogan into practice.
We firmly believe that men's health is an important topic that is far too often neglected. With our social media campaign, we want to encourage men to inform themselves comprehensively about health issues and take the initiative for a healthier life.
Curious? Let's talk.
