BAYER—Aspirin (Alt)

Brief:

Bayer Aspirin use has waned in recent years after a long history of success. The focus has been mainly on older males. The ask was to create an awareness campaign, using humor instead of fear and without mentioning aspirin, that would generate earlier conversations with doctors and patients about individuals’ risk of cardiovascular disease by driving to Bayer’s online risk assessment tool.

Idea:

Before the final idea of “Surprise Proof The Heart” we brainstormed of ways to bring awareness in a relatable and memorable way without using scare tactics or fear. We played with the heart beat and musical notion of instruments forming a heart with simple heartbeat of sound waves behind it indicating a healthy heart. The campaign would expand to partner with famous music groups and orchestras to raise awareness, one of which would be STOMP, performing their unique drum show on cardiology equipment. We would also pair with everyday people and influencers through social campaigns to use the rhythm of the heart to bring awareness to the risks of cardiovascular disease and drive a conversation with patients and their doctors.