Healthcare > Health & Wellness: Health Services & Corporate Communications
ABBOTT INDIA, Mumbai / ABBOTT / 2018
Overview
Credits
Why is your work relevant for Health & Wellness?
Our primary target audience was family-focused and mature adults. Our secondary audience were hospital leaders, pharmacists, healthcare professionals, government & company employees.
Idea
To inspire people living with health conditions, Abbott made a film where every member of the cast and crew had overcome serious health conditions and were able to get on with their regular lives.
A film that wouldn’t have been possible 25 years ago, without advances in modern healthcare and Abbott’s breakthroughs.
Execution
Our film was first launched simultaneously on TV and digital.
The film was supported by 8 web films and 8 editorials.
And people could discover the inspiring stories of individual members of our cast and crew on our content hub.
Results
More than 12 million views and counting.
Annual traffic to the website increased by 30%.
Instant news in online and offline media.
47.9 million media impressions.
22% increase in sales.
And the best part, our crew showed the world, that nothing can stop them.
Relevancy
We made a film where the entire cast and crew were living with significant health conditions. From a director who overcame a heart attack; to a voice over artist who fought cancer, every individual involved in the making of the film had a story to tell on how they overcame their heath condition to pursue all that inspires them.
Each of their stories were further developed into 8 web-films and editorials. The film and the content derived from it weren’t just ads, they were real life testimonies of modern medicine which became the ad.
Strategy
We decided to make a film demonstrating the difference Abbott made to people's lives.
Our primary target audience was family-focussed adults. Our secondary TA was hospital leaders, pharmacists and healthcare professionals.
We got real people with health conditions to make our film. These were not just patients but people who also worked in film production.
The film ended with a call to action asking viewers to check out the individual stories of our cast crew.
Background
For over 130 years, Abbott has been helping people lead fuller lives through the power of health. Our purpose - LIFE. TO THE FULLEST. – encapsulates this succinctly.
For the past few years, Abbott has been using real people in their campaigns, who’ve overcome personal health challenges, in order to inspire others. Like our previous campaign ‘Alive Spots’, the first of its kind radio spot, where we recorded live spots with real people with health conditions while rafting through rapids, paragliding or running the world’s highest marathon.
We were tasked with creating a film that extends this idea. Something that would inspire people to live a full life, despite the health challenges they may face. While also focusing on how modern healthcare with the help of Abbott’s life changing technologies, products and programs, has helped people lead a life full of rich experiences and fulfilling moments.
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