Highly Commended
Get Back in the Game
Summary of work
HEART UK (HUK) and Novartis came together with a shared vision to combat one of the leading causes of death in the UK by transforming attitudes towards cholesterol management amongst people living with atherosclerotic cardiovascular disease (ASCVD).
The ‘Get Back in the Game’ campaign uses sport as a metaphor to encourage those who’ve experienced a CVD event, such as a heart attack or stroke, to get back out there, take control of cholesterol and reduce their risk of further events.
Rooted in insights from the core audience of age 55+ males who’ve already experienced a CVD event, the campaign focused on regions of highest CVD prevalence to improve understanding and raise awareness of the connection between cholesterol and CVD.
Leveraging sporting metaphors, relatable grassroots imagery and working with a popular, famous face – cricket legend Phil Tufnell – results exceeded expectations, with the core landing page becoming the most visited page on the HUK website and over 3.5M video plays across social.
Utilising carefully selected promotional channels, with targeted paid and organic content seeded across digital and social media, Get Back in The Game inspires this ‘at risk’ group to prioritise cholesterol management and get back to living life to the full.
Judges’ comments
The organisations involved in ‘Get Back in the Game’ have produced a compelling campaign that delivered massive results. The entry demonstrated a sophisticated understanding of the target audience and what needed to change. The segmentation and the metrics were impressive, with a very smooth and adaptable execution. A well written and engaging submission.
