Summary
Through research, Saffolalife identified most common lifestyle habits such as LACK OF SLEEP, SEDENTARY LIFESTYLE, SMOKING, SKIPPING MEALS, STRESS & BELLY FAT PUT OUR HEART AT RISKS. Thus, this World Heart Day the task at hand was to EDUCATE ON HOW LITTLE THINGS ABOUT OUR DAILY LIFESTYLE IF IGNORED CAN HAVE SIGNIFICANT IMPACT ON HEART & ENCOURAGE people to take first step towards healthy heart by taking "HEART KA EXAM".
Challenge
• Cardiovascular diseases account for 28 per cent of all deaths in India, more than any other cause. • Indians are much more prone to heart disease than their Caucasian counterparts • Public health estimates indicate that India accounts for approximately 60% of the world's heart disease burden. Unlike many developed countries, there is a notable paucity of public health infrastructure and initiatives in India to raise awareness about this important issue. SaffolaLife's being a not for profit banner under Saffola aims to create a Heart Healthy India.
Objective
Saffolalife is a not for profit banner that aims at preventive health care through driving AWARENESS AND DIAGNOSTICS OF HEART HEALTH. Through research, Saffolalife identified most common lifestyle habits such as LACK OF SLEEP, SEDENTARY LIFESTYLE, SMOKING, SKIPPING MEALS, STRESS & BELLY FAT PUT OUR HEART AT RISKS. Thus, this World Heart Day the task at hand was to EDUCATE ON HOW LITTLE THINGS ABOUT OUR DAILY LIFESTYLE IF IGNORED CAN HAVE SIGNIFICANT IMPACT ON HEART & ENCOURAGE people to take first step towards healthy heart by taking "HEART KA EXAM".
Strategy
People are in constant denial that 1. Their EVERYDAY LITTLE HABITS HAVE ANY EFFECT ON THEIR HEART HEALTH 2. Therefore, any HEART RELATED ISSUE COULD HAPPEN TO THEM Moreover, any kind of pre-medical consultation process leads to anxiety from booking appointments or knowing results. Hence, objective was • CREATE AWARENESS IN AN IMPACTFUL YET SUBTLE WAY • DRIVE POSITIVE CONSUMER ACTION IN AN UNIQUE & ENGAGING WAY • POWER OF INFLUENCER
Data
To deliver multiplicity & larger-than-life impact, the herculean task was to reach maximum people within 1 day and hence using 1-2 mediums weren't enough. We used power of TV, Print, Radio, Cinema and Digital to give a scale to this initiative & drove positive consumer action. Our key message needed to be reiterated in relevant contexts via all touchpoints & executed in 2 phase. • CREATE AWARENESS IN AN IMPACTFUL YET SUBTLE WAY through Youtube & Facebook, Inshorts, TV & Cinema. • DRIVE POSITIVE CONSUMER ACTION IN AN UNIQUE & ENGAGING WAY through Voot, Print, Radio & M-Canvas.
Solution
Our two-phased campaign began with raising Awareness of small steps to that cause heart-risks, through a partnership with TV & Cinema presenters where hard hitting factoids were created and promoted, as well as through digital content. We moved on to Engagement in key strategic spots like • Print ads that gave the readers a UNIQUE EXPERIENCE OF POKING NEWSPAPER & KNOWING THEIR HEART-HEALTH SITTING AT HOME, • Radio – Engaging content piece where listeners participated and shared their Hero Habits which were later revealed as Zero Habits (compromising Heart Health) • OTT platform partnering for the cause and compromising on their ad revenues & viewership CALL TO ACTION was attached to all creatives across mediums. We tapped consumer at each point of their journey by repeatedly exposing them at the right moment. Once the user took the test, they got to know their Heart Risk Score. We partnered with SRL Diagnostics and offered users minimum 50% discount on Cholesterol tests. Furthermore, audience could refer to tips for Healthy-heart on the results page.
Results
a. We reached 11.5M audience; 57K people initiated "Heart Ka Exam" test on saffolalife.com b. 391% increase in Heart-Health test over 2018 c. The bigger-win was to make an OTT player support the heart-health cause at the cost of viewership loss Above all we gifted people, a gift of ‘Self-realisation'.
