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Havas Lynx

  • Georgia Weiner

Challenge To target and motivate heart attack survivors to keep on top of their health, keep up with their medication and follow a healthy lifestyle. Strategy Motivate survivors who already know the severity of their situation, but need a reminder. Use dad humour along with a personal, human tone of voice to engage with target audience without scaring or over whelming them with information they most likely already know. Insights: -It’s very easy to fall back into bad habits and routines that are normal to you. -Laughter is beneficial to your blood vessel and promotes a healthy heart. -Target audience respond better to a human/ relatable tone of voice. -The most likely people to suffer from having a heart attack are men over 45, and women over 55. Proposition Positivity is important to recovery. Big Idea A laugh a day keeps the doctor away.

Print campaign out comes
365 Daily motivation cards using light hearted humour to make remembering / keeping on top of heart health easier. Survivors would take 1 card a day, one side would be a dad joke surrounding the heart and health, the reverse side would be a challenge or tip for that day to help encourage a healthy heart.
A cook book with the title “Eat your heart out”. This would contain popular unhealthy food, however made using only healthy alternative ingredients. This cook book would follow the theme of dad jokes with each title of the healthy recipes.
Collaboration with Moonpig bringing the campaign to get well soon cards.
Gift baskets would be available to purchase and would contain all the outcomes; motivational cards, cook book, and a personalised get well soon card.
The website would have links to purchase all the above outcomes for yourself or a loved one. The website would also have articles with; Tips and tricks, Lifestyle blogs, Interviews with doctors, Interviews with comedians who have survived having a heart attacks.
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