Finalist
Get Back in The Game
by HAVAS Life Medicom with Havas Red Health, The Clarion Portfolio & Hanover Communications for Novartis UK & HEART UK
Summary of work
Prevalence dictates that you will likely know someone who’s been impacted by cardiovascular disease (CVD), a top three killer in the UK. Yet despite cholesterol being a major risk factor for CVD, many atherosclerotic CVD (ASCVD) patients who have experienced an event, such as a heart attack or stroke, are still unaware of the risk, and often ambivalent towards managing cholesterol. Our challenge was clear; we must 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, targeted promotional channels to reach them, the ’Get Back in the Game’ campaign focuses on regions of highest CVD prevalence. Grabbing attention through the universal language of sport and improving understanding of the connection between cholesterol and CVD, the campaign inspires this ‘at risk’ group to take control and get back to living life.
Since launch (2022), there’s been a 23% increase among our target audience, in those who say they have spoken about their cholesterol levels and had a check. Additionally, >88% of website visitors now planned to discuss with a healthcare professional (HCP), how they or someone they care for, could manage cholesterol.
Judges’ comments
‘Get Back in the Game’ had impressive results and careful targeting of channels and regions – clearly reaching and resonating with the target audience. The campaign had an impressive use of influencers to support disease awareness.
