Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: ASTRAZENECA
Product/Service: AWARENESS FOR CHOLESTEROL LEVEL
Agency: NIBANKOHBOH PRODUCTIONS
Agency: DENTSU KANSAI
Creative Director: Takatoshi Nakao (Dentsu Kansai)
Copywriter: Takatoshi Nakao (Dentsu Kansai)
Copywriter: Ryo Fujii (Dentsu Kansai)
Copywriter: Yoichi Takigami (Dentsu Kansai)
Art Director: Ryo Fujii (Dentsu Kansai)
Art Director: Yoichi Takigami (Dentsu Kansai)
Planner: Takatoshi Nakao (Dentsu Kansai)
Planner: Ryo Fujii (Dentsu Kansai)
Planner: Yoichi Takigami (Dentsu Kansai)
Producer: Shinobu Kanayabashi (Niban-Kohboh Productions Corp.)
Producer: Atsushi Tokuue (Niban-Kohboh Productions Corp.)
Film Director: Keiichiro Kyuma
Cinematographer: Taro Kawadu
Editor: Tsuyoshi Kanda
Media placement: TV Campaign - TV - 31/10/2011
Insights, Strategy & the Idea
One in four Japanese persons dies of a heart attack caused by atherosclerosis resulting from a cholesterol problem. Because atherosclerosis produces no outward symptoms, the victims are not aware of the problem until the heart attack occurs. As a result, most persons with high cholesterol do not know that they have a problem. They fall victim to a sudden heart attack without ever seeing a doctor or receiving treatment. For this reason, we have created and are broadcasting commercials to highlight the fact that because of the lack of symptoms, nobody knows who will fall victim to atherosclerosis, or when.
Creative Execution
These TV commercials are in the style of a medical documentary, and explain how a cholesterol problem causes atherosclerosis that leads to a heart attack, with the victim unaware of the problem due to the lack of symptoms.
During each commercial, one person in the studio falls victim to a heart attack. Who will it be? How many commercials are there in which somebody is struck down? This information is all kept secret, and multiple commercials in which a different person suffers a heart attack are put on the air one after another. Viewers who saw these commercials posted information about the identity of the next victim to the web and Twitter, further increasing the popularity of the campaign. The final commercial which aired ended with a shocking conclusion in which you, the television viewer, were the heart attack victim, showing in a memorable way that everybody is at risk.
Results and Effectiveness
The percentage of people who “want to go to the doctor” increased from 1.9% to 31.8%, and the percentage of people who actually saw a doctor increased from 1.6% to 3.0%.