AdCheck – Improving advertising compliance in consumer health
/Overview
From 1 July 2020, mandatory pre-approvals of therapeutic goods consumer advertising ended, moving to a new self-regulatory process. Consumer Health Products Australia (CHP Australia) stepped into support – offering a new independent compliance service run by dedicated experts to support with compliance needs, training, and advice.
/Challenge
When the TGAC moved to a self-regulatory system for consumer advertising of therapeutic goods in July 2020, Cube was required to persuade members, non-members, and broadcasters to use the new compliance advisory service, “AdCheck” when there was no legal requirement for them to do so.
/Solution
Cube created a multi-layered campaign, including the development of a core video asset, earned and paid media and social media content.
Cube needed to show the complexities of compliance and demonstrate the risks involved in a self-regulated environment to drive members and non-members to use this voluntary paid service.
Impact
Great response across all industry, with product sponsors, agencies, and retailers all using the service.
Media coverage resulted in:
Media Coverage
Reached over 40,000 users across trade media, with more than 30,000 page-views coming from B&T and Mumbrella.
Social Media via CHP Australia channels
Organic reach – more than 2,678 users
TESTIMONIAL
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