WORLD HEART DAY by BIOCON for BIOCON

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WORLD HEART DAY

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Industry Public awareness, Public Safety, Health & Hygiene
Media Design & Branding
Market India
Agency BIOCON
Released September 2009

Credits & Description

Category: Posters
Advertiser: BIOCON
Product/Service: HEART HEALTH AWARENESS
Agency: BIOCON
Date of First Appearance: Sep 27 2009 12:00AM
Entrant Company: BIOCON , Bangalore, INDIA
Senior Graphic Designer: Manikandan Janardhan (Biocon)
Head-Marekting Comminications: Atul Raja (Biocon)
Media placement: Poster - Posters Put Up At Major Mall , OPDs , Doctor Clinics Across India - 27.9.2009

Describe the challenges and key objectives
World Heart Day is a common phenomena worldwide. In India , there is a huge clutter in terms of similar activities/creatives done by pharma companies and hence the desired impact is lost. Hence the Key challenge was two-fold: a) to give the message in a manner that makes the TA 'stop & think' (thought provoking & catchy) b) to break the clutter

Describe the brief from the client
With 2.5 million heart attack mortalities every year, India is today facing 4 to 5 heart attack mortalities every minute. 27th September is World Heart Day and this can be an ideal platform to spread awareness on ways and means to keep the heart healthy. Biocon as a healthcare enterprise with a dedicated Cardiology division is keen to take the healthy heart message forward. This is in tune with other initiatives like releasing tips for a Healthy Heart capsules/spots on Radio. The requirement is to create a poster that 'talks less and depicts more' and is creative and lively.

Describe how you arrived at the final design
The basic thought and core treatment rationale are based on: a) heart being a central theme b) happy & healthy heart being the ultimate objective c) 'workplace wellness' being the theme for the World Heart Day 2009 it was felt prudent to show a group of happy people (maybe not necessarily at the workplace) d) Hence what better a way that to show the group of happy people in heart shape and colour e) Hence the punchline :'Hearts of Humanity...Beats of Joy';

Give some indication of how successful the outcome was in the market
The response was encouraging and positive both from the medical fraternity and also the patients. While the medical fraternity found it a novel way to increase awreness on 'Healthy Heart'the patients were curious enough to discuss ways and means to keep their heart healthy on a routine basis, with their cardilogists / doctors.