Heart disease is New Zealand's biggest killer, taking 6,500 live each year, about half of which are preventable. That’s a lot of people dying unnecessarily.
The Heart Foundation had to fight back.
They set BC&F Dentsu an ambitious goal: Increase awareness of heart attack symptoms by 15% and ambulance calls by 10% in just two weeks.
Heart attacks affect people differently. So there’s a vast list of symptoms, which may or may not be experienced, and are often subtle.
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increase in calls relating to heart events
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increase in symptom awareness
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international award wins
Challenge
BC&F Dentsu conducted quantitative and qualitative research and discovered that many didn’t actually know what a heart attack looked like.
Solution
BC&F Dentsu created a television ad, asking viewers to guess who gave the most realistic performance of someone experiencing a heart attack. But it was a trick question.
Result
The campaign exceeded it’s goals, but more importantly, it actually saved lives, with several testimonies from individuals who recognised the symptoms from the ad and called for help.
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