The focus of the campaign was on The Danacol® Challenge, a challenge to the public to find out what their cholesterol levels were and then act accordingly. Danacol® was presented as a natural product that would be an ally in the fight against high cholesterol.

The campaign involved street marketing strategies where health experts were giving free cholesterol tests to the public. At these events consumers with high cholesterol were given a free welcome pack and promotional material so that they could begin the challenge.

The event was also announced on the internet and advertised with an online campaign.

-More than 687,500 contacts made during street marketing actions.-90,000 people have approached our information points and asked for information.

-22,000 cholesterol tests done.-40,000 visits to www.danacol.es