The challenge
With cardiovascular disease a major issue within Newham, it was essential we came up with a big idea to engage 40 to 75 year olds, prompt them to register and visit their GP to be assessed. Our creative had to work across a diverse community and had to be accessible to all.

Our insight
Having gained insight into the diverse target audience, we created a lifestyle route linking your arteries to the furring up of a kettle to visually demonstrate the issue and direct people towards a free cholesterol check up. We also used a ‘cardio bingo’ communication piece within surgeries as a social marketing tool – getting people to think about the problem and change their behaviour at an early stage.

Results
The campaign ensured Newham PCT hit their target of 20,000 health checks within the first six months.