The Get Back in the Game Campaign

Hanover Communications, Clarion and HAVAS Life Medicom

Client: Novartis UK, HEART UK

HEART UK (HUK) and Novartis came together with a shared vision to combat one of the leading causes of death in the UK by transforming attitudes towards cholesterol management amongst people living with atherosclerotic cardiovascular disease (ASCVD). The aim of the campaign was to educate the target audience of older men (with a specific focus on South Asian men), who have experienced a CV event, about the risks associated with cholesterol and how to manage it, and to drive the post event population to a dedicated educational website and influencer-led videos for more information.

The Get Back in the Game campaign uses sport as a metaphor to encourage those who’ve experienced a CVD event, such as a heart attack or stroke, to get back out there, take control of cholesterol and reduce their risk of further events. Through leveraging sporting metaphors, relatable grassroots imagery and working with a popular, famous face – cricket legend Phil Tufnell – results exceeded expectations, with the core landing page becoming the most visited page on the HUK website with over 1 million views in 20 months and print media coverage reach exceeding 5M and 119 national and trade articles published. Utilising diverse promotional channels, spanning billboard, bus and tube advertising, as well as digital, social and editorial media, Get Back in The Game inspires this ‘at risk’ group to prioritise cholesterol management and get back to living life to the full.