Our task was an especially tricky one. We had to not only differentiate our awareness of LDL-cholesterol testing from regular 'general' cholesterol, but our market was also people who had already suffered a cardiac event.

Thus, we created a call-centre, staffed with humorous stereotypes that call from similar centres each day in South Africa, with follow-up calls from Death, as though Death was a massive corporate organisation. These are the exact kind of calls (and typical callers) South Africans receive daily. Albeit, usually from insurance companies or banks.