While there was a latent connect between weight and heart health in the consumer’s mind, her efforts for weight management were largely motivated by the desire to look slim. The challenge was to inspire her to act everyday to take care of her fitness as a priority by regularizing her fitness efforts like going for a walk, by making her recognize that increasing weight poses a risk to heart health. Also, we identified that going for a walk with her loved one makes it a moment to really look forward to rather than just another fitness chore.

“If you really care about her heart, walk together every day for 30 minutes… not just for her happiness but also to protect her heart” was the creative leap that this insight took.

Ours was a three pronged approach.

Educate:

Saffolalife study was done amongst 1200 women to understand their lifestyle habits and a cholesterol test was administered to understand the co-relation between the two. This was then released through key opinion leaders like cardiologists and nutritionists.

Enthuse:

For the 1st time a TV channel agreed to request its viewers 'stop watching us, and instead go for a 30 minute walk with your loved one & protect your hearts’. We also tied up with a celebrity couple (Shilpa Shetty & Raj Kundra), where they walked for 30 minutes with 100 other couples.

Enable:

To help understand the extent of the impact of weight on their heart, we created a tool, the “Heart Fitness Test" and also received principle alignment from Cardiologist Society of India.

Timeline: 26th September to 10th October 2015

Placement: TV (GEC, news, sports and music channels), digital and on-ground execution.

Human Impact: Scores on ‘’genuinely cares about people’s heart health’’ moved from 80% to 87%.

Reach: 6 crore people reached through 250+ media stories nationally

Engagement: 46262 Heart Fitness Tests taken so far on the website

Sales: NA

Achievement against business targets - NA