Product

Product

Our product is going to be a both a concept and a television advertisement. Our concept is GAMS (get a man scan) and this will be promoted by our television advertisement. The idea of creating a concept was made because concepts tend to increase the amount people donate and the popularity of the charity, for example Think Pink, which is was popular as soon as it was created and is still popular today. When creating the concept we looked at our target audience (the male population of Australia) and thought about what attracted them and captures their attention. The ideas that came up when we were discussing different concepts were to use an acronym. We could get a word that men are interested in and turn it into an acronym to raise awareness about cancer. Words that came up were RUGBY, SPORT, GAMES, and CRICKET. When trying to find words that the letters could stand for in each of these words nothing exciting came up. However when we tried to use the word GAMES, we came up with Get a Man Scan. The only problem was that we couldn’t figure out what word to use for the letter E. That’s when we decided that maybe we didn’t need an E. We could create a new word that eventually people would memorise and recognise when they heard it. The word GAMS also sounds like an Australian word that we could imagine Australian men saying. This was when GAMS was created. It was a manly way of saying that you were going to get a man scan and it would also raise awareness to the many men that didn’t believe that men could get breast cancer. The television advertisement was necessary to promote this new concept and get attention and recognition.

The major theme that GAMS is trying to convey is that men can get breast cancer. It is always safe to check if you have it. GAMS can raise awareness about this fact and will inform men to get checked. This will also help them feel more sympathetic to the cause and this will be more likely to donate to the foundation or get a scan. The benefits of this concept are that women will still be aware of the fact that they can get breast cancer however men will now also be aware. This will cause the amount of people supporting our cause and donating to double because now both women and men will be donating.

Previous marketing strategies have been that the McGrath foundations have held websites and schools have donated towards them. They have also sold products however this didn’t receive much attention. Our marketing strategy (GAMS) should last for at least five to ten years. It does not necessarily have to be aired for five to ten years as this is definitely an excessive amount of time. However the idea could be kept on by other methods. Such as items that McGrath sponsors are sold could have the GAMS logo printed on them. Or at the sports events on posters, on spray painted on the grass playing fields for sports such as rugby or on the uniforms of Australian athletes.

If the word and concept GAMS is shown regularly in several places, it will definitely become recognised. The fact that people know what GAMS is will keep people helping the McGrath foundation. For example men might run a marathon to raise money for the foundation or even hold sporting events in which they can sell tickets for. Men can do many things to help raise money for the McGrath foundation. Promoting the new concept of GAMS is the way to get their full attention.