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Doctors talk health with guys in a context they understand; at the rink playing recreational hockey.
Men are terrible at looking after their own health. If it’s not bleeding or broken, most men think it’s not worth worrying about. We want men to be better informed about their health, be inspired to take action to improve their own wellbeing, and start discussions between them about health.
Men don’t respond to typical health messaging, they’re far more likely to listen to a friend, what we refer to as peer-to-peer healthcare. The weekly game is already a ritual of shared wisdom, mutual support and laughter, we leverage this to bring evidence-based health information to the guys.
LRD’s entertaining ‘regular guy’ approach is far better than traditional health care communication initiatives and other projects to normalize health issues with men. We use our non-threating storytelling approach to demonstrate that physical and mental health issues are commonly experienced by all sorts of guys.
Luckily we men can be fairly simple creatures, so using comedy and entertainment has proven an effective way of reaching men and getting them to share content with their friends. LRD is specifically targeted at men between the ages of 35 and 55 who are typically recreational hockey players or professional hockey fans.
We tell original stories with whiteboard animation, motion graphics, and live action to convey messaging in a unique and engaging way. Our Dr. Mike whiteboard health video series have been embedded in clinics, emergency rooms, rehab centres, classrooms, and, most importantly, people’s homes.
We approach health education from the patient point of view, engaging our audience by “storifying” evidence and best practice. Our methodology is “nudge-based”, looking for small changes that are attainable and sustainable.
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