This campaign shows how brand messages can affect changes in behaviours.

Through physical, traditional and digital advertising, we successfully raised awareness of liver disease and increased the number of check-ups by 170% -- potentially saving thousands of lives.

In Poland, men live eight years less than women because they don’t take care of their health.

One of the most common causes of death is a fatty liver, which leads to cardiological failures.

It affects nearly one in three men: 5M across the country.

In most cases, liver disease can be treated, but Polish men rarely go for health check-ups to find out if they have an issue. Most only go every few years.

They think they’ll stay healthy by taking a pill now and then, and don’t visit the doctor for proper medical advice.

As the producer of Essentiale Forte, a drug used to treat liver disease, Sanofi wanted to change this behaviour and get more Polish men to check their livers.

Our challenge was to raise awareness of liver disease and get more men going for a check-up. Our target was men aged 40-60.

Our insight:

While Polish men don’t care about their health, there’s one thing they do care about: their cars.

They are men’s prized possessions and objects of pride and care – and they regularly get them serviced.

In fact, as per the law in Poland, they have to, because any car more than three years old is subject to a mandatory annual service.

We would use this insight to inform our idea.

Our idea:

As men won’t go to the doctor, we would bring the doctor to them… by making a liver check-up part of their annual car check-up.

To do this, we would build mobile doctor’s offices at garages across the country, so that when men went for their car service, they would get a free body service, too.

After seeing the doctor, they would be advised on how to reduce their chances of liver disease and live a fuller, longer life.

To make our message appealing to men, we would enlist some of Poland’s most famous rally drivers – the kind of men our target admires – to be the face of the campaign.

Using their image, we would support our physical activation with a fully integrated digital campaign, designed to drive AWARENESS online before our target even left the house.

As part of the campaign, we would create an online self-test that men could take to gauge their chances of having liver disease and learn how to improve their health.

As a key part of our awareness phase, we would drive our target to our website via targeted social content, display ads, and videos.

PHASE ONE: DRIVING AWARENESS

First, we seeded articles and videos about liver disease on Prowadzsiezdrowo.pl ('Be Healthy’). There, men could take an online liver test and book a check-up.

Then, two of Poland’s biggest rally drivers, Miko Marczyk and Kuba Przygonski, shared on socials, telling men to get checked.

We supported with TV, print, and radio ads, and banners on health/automotive websites. QR codes directed to our website.

PHASE TWO: DRIVING ACTION

Next, we opened 16 mobile test centres at garages across Poland.

The looked like a pop-up sales office (to lure men in), but inside was a doctor's room where they could get a free liver check.

We also targeted women and kids on socials – who could push dad to get checked – and included spots on Poland's biggest online morning TV shows.

Later, our mobile test centre – the ‘Liver Bus' – toured the country.

WE DROVE AWARENESS OF LIVER DISEASE AND INCREASED LIVER CHECK-UPS BY 170%.

First, we increased awareness of liver disease:

-Our campaign reached 30M people aged 15+.

-This included 7.7M men aged 30-59 – almost half the men in Poland.

-Campaign assets generated 205M impressions.

-The pop-up stunt was featured in 1,400 media publications.

-As a result, now every 5th man aged 40-60 knows about liver disease.

Second, we got men talking about the issue:

-The number of men discussing liver matters online increased +31%.

-Online mentions of “men's health prophylactics” increased +41%

-Mentions of “liver treatment” increased +31%

-The number of online articles about liver care increased c+40%

Most importantly, we got more men checking:

-Over six months, the number of online liver self-tests completed was 75,423 – exceeding our target by 51%.

-We physically tested a further 5,399 people at our mobile test centres – +170%

A large part of this campaign was physical -- involving pop-up liver test centres at garages.

Knowing that men deliberately avoid going to the doctor, we made the pop-ups look like a regular sales office at the garage.

This 'stunt' successfully got men walking in for a free liver check... boosting check-ups by 170% versus previous campaigns.