‘I am a jelly donut.’ As far as unwittingly surreal snack-related existentialist pronouncements go, JFK’s German gaffe is probably the most famous – and neatly encapsulates the challenge of communicating with diverse audiences.
With a mandate for communicating credible nutritional information to healthcare professionals, consumers and policymakers alike, Dairy Australia is well aware of this particular challenge. The last thing they want is to be associated with jelly donuts.
Theirs is a challenge we’ve been happy to accept. While we don’t speak much German, we’re fluent in the language of healthcare audiences, and have used it to deliver an integrated campaign for Dairy Australia that targets GPs, nurses, dietitians and consumers – encompassing everything from concept development to execution of advertising, direct mailers, medical education and consumer materials.