The visual and messaging approach was designed to dispel stigma, demystify the test process, and reduce perceived effort. Instructional videos showing how to use the test kit, directly addressing consumer hesitation.The campaign applied nudge theory, reinforcing behavioural change through positive reinforcement, visual simplicity, and messaging clarity.Bold but soft visuals struck a balance between urgency and reassurance. Reminder ads mimicking smartphone to-do lists – making test returns feel simple and routine.
