“The symptoms are real.”
The commute she does twice a day, tired both times. Dwell time on a platform: 3-4 minutes.
03 · offline · out-of-home, before a pound of media spend
The sentence, out in the world.
Where Claire commutes, waits and washes her hands, the same campaign line meets her offline before any ad is paid for. Black, typographic, evidence not advert. Every placement carries a QR route into the quiz.
Three placements, three momentsUnderground · platform screen Bus stop · six-sheet Washrooms · office & venue
“Nobody checked her thyroid.”
1 in 3 perimenopausal women handed antidepressants for a “mood symptom”. The stat does the arguing, and the QR routes straight into the quiz.
“Ten visits to be taken seriously. One should be enough.”
The one private minute of her day. The mirror placement is deliberate.
The creative system
No models. No soft focus. A statement and a source.
The same black posters run as organic social tiles and as print, one production budget, two channels.
Measurable, not just visible
Each placement carries its own QR + short URL (behelfy.com/tube, /stop, /mirror) landing on the quiz with the intent pre-set, so offline finally reports cost per qualified journey, like every other channel in this deck.
behelfy.com/tubebehelfy.com/stopbehelfy.com/mirror
Then the funnel takes over
She's seen the sentence three times before the first paid ad finds her.
Out-of-home mockups by the offline team. Placements and stats are campaign proposals.