Finalist
Get Back In The Game
by The Clarion Portfolio, HAVAS Life Medicom with Havas Red Health & Hanover Communications for Novartis UK & HEART UK
Summary of work
2.8 million people have survived a heart attack or stroke in the UK. 47% of them will have a secondary event, on average within 4 months. Cardiovascular disease (CVD) is a top three killer in the UK. Despite cholesterol being a major risk factor for CVD, many patients who have experienced a CVD event are still unaware of the risk and often ambivalent towards managing cholesterol. Our challenge was clear; to bring this silent enemy – cholesterol – to the fore.
Rooted in insights from the core audience of age 55+ males who’ve already experienced a CVD event, and utilising diverse social and digital channels, the Get Back in the Game campaign focuses on regions of highest CVD prevalence. Grabbing attention through the language of sport, the campaign inspires this at-risk group to take control and get back to living life to the full.
Since launch (May 2022), we’ve served nearly 20 million targeted ads on a range of social platforms, generating 300,000+ webpage visits. Across all digital channels, our campaign has been seen over 150 million times and over 900,000 visitors have spent an average of over 4 minutes engaging with our content, helping them to Get Back in the Game.
Judges’ comments
This team created a good campaign that was well-written and provided strong situational analysis and strategy, as well as a good plan to measure effectiveness both before and after. Additionally, the judges noted the excellent use of multi-partner collaboration while delivering an engaging platform with a strong targeting approach.
