Week 34 Health Digital Marketing Newsletter

This week’s Digital Health Observer covers TheraBreath’s ‘P.S. Your Breath Stinks’ campaign, created by Kill Boring Dead, which lets Australians anonymously send a surprise product package to someone with bad breath and turns an awkward health taboo into shareable social content. We also look at data-stream analysis showing ad placements in roughly half of monitored ChatGPT responses in Australia, with telco, energy and travel brands among the first categories buying into the conversational AI format. Plus Meta has removed 750,000 under-16 accounts across Facebook and Instagram as Australia’s social media age ban takes effect, materially changing local audience composition, reach and targeting data.

‘P.S. Your Breath Stinks’: TheraBreath Turns Bad Breath Into a Peer-Nomination Campaign

Oral health brand TheraBreath has launched an Australian campaign via agency Kill Boring Dead letting consumers anonymously send a surprise product package to someone with bad breath. The peer-nomination mechanic turns an awkward health taboo into shareable social content. Read more →

ChatGPT Ads Appear in Half of Monitored Responses in Australia

Data-stream analysis found ad placements in roughly half of monitored ChatGPT responses in Australia, months after OpenAI began testing advertising. Telco, energy and travel brands are among the earliest categories buying into the conversational AI format. Read more →

Meta Removes 750,000 Under-16 Accounts as Australia’s Social Media Ban Bites

Meta has removed 750,000 under-16 accounts in Australia as the social media age ban takes effect across Facebook and Instagram. The purge materially changes the audience composition, reach and targeting data available on both platforms locally. Read more →