Highly commended
The Get Back in the Game Campaign
by Hanover Communications, HAVAS Life Medicom with Havas Red Health & The Clarion Portfolio for Novartis UK & HEART UK
Summary of work
Cardiovascular disease is a top 3 killer in the UK, with cholesterol being a major risk factor. Despite this, a Novartis UK survey revealed that of those aged 55+ who had experienced a cardiovascular event, 25% didn’t plan to/ hadn’t thought about making any changes to manage their cholesterol levels. Further insight gathering showed people with atherosclerotic cardiovascular disease were not consistently getting the aftercare they deserved following an event.
HEART UK and Novartis came together with a shared vision to educate this at-risk population on good cholesterol management practices with a dedicated educational webpage and influencer-led videos including a documentary fronted by Mark Ramprakash, former England cricketer, telling the stories of two South Asian men who had experienced heart attacks and consequently made changes to their lifestyle to manage cholesterol.
Our target audience of older men (particularly South Asian men) led to a sports-based campaign - Get Back in the Game. Results exceeded expectations, with the core landing page becoming the most visited page on the HUK website with over one million views in 20 months, an average dwell time of over four minutes, and print media coverage reach exceeding 5M through 162 national and trade articles.
Judges’ comments
This team demonstrated a strong campaign that produced good results and focused on a large audience with the aim of raising and broadening awareness. The judges noted the solid outcome data that was produced from a campaign that delivered value.
