Brushing your teeth to prevent Alzheimer's
Recent studies prove that Alzheimer's has a connection with gumdisease and oral hygiene. In a 30 minute brief I had to come up with a campaign about brushing your teeth more often to minimize the chances at getting Alzheimer's.
As my target group I picked club-goers, because these are the people that forget to brush their teeth after a night out (myself included).
Club bathrooms are often the place where you find sweet people, they will zip up your dress, talk you through a bad breakup or compliment you on your looks. Thus my tone of voice is like a sweet woman, who subtly nudges you to brush your teeth when you get home.