Hoes is a crossmedia campaign that takes place in the fall of 2016 all over Utrecht city. It was set up by the company Direct Message, consisting of four students from the University of Utrecht. The campaign was initiated by the community city of Utrecht (Health Department) and contributes to the overarching theme: ‘healthy living’.
To reinforce the positive attitude of the audience, we would anticipate intense during the promotion of mobile on people who are already positive about condom use, as this is very important. We have adopted a promotional plan for the campaign which covers more amplified various types of media channels. We try to spread content across the storyline. We share the content on the website, Facebook and Twitter.
It is our commitment to give the target group the knowledge they desire so they download our application. If our target group has once knowledge of the application itself, we hope to change their behaviour and mindset.