Background:

In China, many recovered heart patients are afraid to take a lot of outdoor sports due to their incorrect knowledge of the disease. They’re even forced to give up their hobbies and dreams.

The Brief:

Spread Abbott’s brand idea “LIFE. TO THE FULLEST”, Build Abbott brand an inspiring brand

Objectives:

Our objective is to inspire with real patient stories to promote an active and healthy life into city life.

During mid-September, one week prior to the World Heart Day, this true inspirational story about Fu Guanming was recorded into videos and graphic materials and advertised on all online video media, cinemas and outdoor lift posters. The response was active, and more people began to learn about Fu Guanming. Abbott website was also linked to the online channels to draw more visitors who dropped by to read the whole story and browse knowledge about heart health.

An offline roadshow was held at Beijing Blue Harbor during the World Heart Day to tell the story about Fu Guanming to more people in a lively and interactive manner.