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.