Finalist
Get Back in The Game
by Havas Life Medicom with Havas Red Health, Hanover Communications, and The Clarion Portfolio for Novartis UK & HEART UK
Summary of work
Prevalence dictates that you will likely know someone who’s been impacted by cardiovascular disease (CVD) which is 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 promotional channels, 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 to the fullest.
Since launch (2022), there’s been a 23% increase among our target audience in those who say they’ve 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
The team has created a very extensive, sharp and agile campaign that contained many different channels, which was great for achieving the impact they sought to get. The judges also appreciated the solid outcomes and metrics that were strongly linked to different areas, with a really clear definition of the audience to reach.
