Finalist
Getting Back in the Game After a Cardiovascular Event
Summary of work
HEART UK and Novartis came together with a shared vision to help combat one of the leading causes of death in England 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 print media coverage reach exceeding 5M.
Utilising diverse promotional channels, spanning billboard, bus and tube advertising, as well as digital, social and editorial 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
‘Getting back in the game after a cardiovascular event’ is a compelling and cleverly targeted campaign that manages to retain a much wider message and appeal. The judges thought the concept was excellent and the use of celebrity thoughtful. The fact that people came forward to offer their stories for future campaign collateral is a bonus sign of true public health engagement.
