Cannes Lions

HIGH CHOLESTEROL AWARENESS

DENTSU KANSAI, Osaka / ASTRAZENECA / 2010

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Overview

Entries

Credits

Overview

Execution

We printed this new type of article over four months in 25 major magazines popular with businessmen.

Outcome

Ten million people read the articles that appeared in a total of 7.7 million magazines published during the ad campaign. The articles make a huge impression not only on businessmen but other people across the nation, too.

A survey conducted after the campaign revealed its success. Over 90% of businessmen who saw the article are now aware of the dangers of hardening of the arteries and 42% actually realised the need to consult with their doctors.

Thanks to the ad campaign, cholesterol-themed specials have been airing on TV, public conferences have been opened all over the nation, lighting the flame for a great movement throughout Japan.

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