South African pharmaceutical regulations prohibit any direct marketing/communication to consumers with regards to product in the Rx space. communication to consumers can only be around corporate branding. HCP’s are allowed to receive product based communication.

In South Africa with a population of about 50 million, 195 people on average die of a heart attack every day. There is limited awareness of the risks of heart disease and even less awareness of the treatments available that could help. Our campaign encouraged people to appreciate the true importance of our hearts and why it is so crucial that we look after them.

The goal To make more people aware of the importance of keeping their heart strong. To stimulate public interest in asking their doctor for regular check-ups. Simple, understated, classic art direction allowed the serious, thoughtful nature of the message to come through without overpowering it.

Execution With regulations prohibiting direct product promotion, we developed a campaign that emotively engaged with the general public on the importance of their hearts. The approach was to use long copy posters placed in areas such as doctor’s surgeries where people had the time and inclination to read and digest. The three posters created a conversation with the general public by talking about the heart – from the heart. Not with the expected purely rational messages but with a more emotional, thought-provoking approach – encouraging them to re-evaluate the importance of their heart beyond a mere functioning organ Results On world heart day and beyond, in over fifty surgeries across South Africa, thousands of patients were exposed to all three posters.

The strategy The strategy was to heighten awareness of heart health using the platform of World Heart Day – September 29 – to leverage interest. Although regulations disallow AstraZeneca from informing the public of their commitment to advancing treatment for heart attacks and heart disease, the association of the brand with “heart health” generally creates positive pre-disposition. AstraZeneca on a corporate level were enthusiastic about prevention rather than merely selling product.

Summary

Heart attacks and heart disease are relentlessly increasing in South Africa. Having long been at the forefront of developing more effective cardiovascular medications, AstraZeneca wanted to reaffirm their commitment to treatment in Africa. So they asked us to raise awareness of heart-related issues and potentially save lives.

With regulations prohibiting direct product promotion, we developed a campaign that emotively engaged with the general public on the importance of their hearts. The approach was to use long copy posters, placed in areas such as doctor’s surgeries where people had the time and inclination to read and digest.

We decided to “own” World Heart Day in South Africa – September 29.

The three posters created a conversation with the general public by talking about the heart – from the heart. Not with the expected purely rational messages but with a more emotional, thought-provoking approach.