Situation:

In Taiwan, someone has a stroke every 17 minutes, and stroke kills more than 10,000 people every year. Stroke hits elderly people most.

The clinical research discovered that stroke patients did not receive timely treatment mostly because they or people around them were unable immediately to identify the symptoms. They often saw the signs as tiredness or discomfort and the patient could recuperate after taking a break, consequently missing the golden window of stroke treatment.

Brief:

Although health professionals in Taiwan introduced the international acronym, “F.A.S.T.” (Face, Arm, Speech, Time), to assist Taiwanese to recognize symptoms of stroke. However, Taiwan is a Chinese instead of an English speaking country; the English acronym is more difficult for the public to learn and put it into practice.

Objectives:

-Enhancing public recognition of stroke symptoms

-Promoting the importance of treating stroke patients within the three-hour window after symptoms appear

Implementation:

Campaign ambassador:

To make the slogan more memorable and influential, we invited William Shen, a popular comedian to serve as campaign ambassador.

A fun educational video:

An educational video featuring William Shen made the slogan more easily remembered.

Visualizing the slogan :

We transformed the slogan into images for the media to feature in reports, and for the public to share.

Timeline:

2017/10/22-2018/12/31

Placement:

A press event was organized to introduce the campaign slogan.

And, we held an activity to conduct one-on-one health promotion program. When a cold snap hit, we sent the educational materials to journalists, and it led to earned media coverage.

Taiwan has a high density of convenience stores and taxi groups. Therefore, the campaign implemented in-store and taxi video advertising to display the video to increase the visibility.