Before starting, the Healthy Heart Program was announced via promotional TV and Radio spots, people were asked to write their stories and explain why they need to improve their health. Based on these stories we selected 5 candidates to participate in the program. For one month, 3 times a week on a double page of the newspaper, readers could follow 5 volunteers improving their blood pressure and overall condition. Every participant was recommended the appropriate activity and nutrition. To support credibility we involved celebrities and published micro interviews in which they explained their points of view on a healthy living. During the monthly program the volunteers were using OptiTensin, who as a partner of the program enjoyed strip ads placed next to the content. Along with print execution, online forums were created and a special application “Assistant for healthy diet” was part of the site.

The Healthy Heart Program attracted mass public attention to the problems of high blood pressure, raised discussions and helped to educate people on the importance of a balanced blood pressure for maintaining high quality of life. With a very limited investment €25K our Healthy Heart Program enabled OptiTensin sales to increase by 200% after the campaign. And last but not least all 5 people involved in the program succeeded to improve their blood pressure and overall health conditions within 4 weeks.