THE JOB TO BE DONE
Inspire the 45+ audience to take action to naturally protect their heart health by demonstrating that proactive cholesterol testing and the superior efficacy of ProActiv from Flora will help them live their “second” life to the full.
OUR APPROACH
Create attention grabbing news content to inspire people to get “their heart racing” and put cholesterol testing top of mind with at risk consumers and target media, prompting them to get tested.
CREATIVE IDEA
We tapped into the trend for adults taking on daring activities to show that while extreme sports are dangerous, they are significantly less risky than not knowing their cholesterol number. We created an extreme cholesterol testing photo opportunity and leverage media interest to highlight the danger of not getting your cholesterol tested, while also setting up cholesterol testing stations at unusual locations frequented by over-50s who have taken up new and unusual sports.
To call attention to the potential health risks of not getting cholesterol tested, we partnered with Heart UK and hosted a radio day, targeting regional radio stations. Dietetic Advisor Linda Main, together with Flora ProActiv brand manager Albane Jeanbin went on air for a conversation around the growing trend of adventure-seeking over 50s who are prioritising fun over getting their cholesterol tested. Using stats from our research, the radio interviews was a great opportunity to raise awareness of the importance of cholesterol testing. We secured over 1h of airtime and over 200 people got their cholesterol tested at our SkyDiving Cholesterol Testing facilities in the space of one month. 50 of them took the 30 day challenge from Flora ProActiv and successfully reduced their cholesterol.