In India, hypertension is amongst the most prevalent lifestyle disease in the adult population. Since it is a condition that can lead to fatal heart disease, it is important to educate the population about the need to address this condition.
Zydus being amongst the leaders in hypertension/high blood pressure therapy, wanted to create awareness among Indians about the need to address this issue and not take it casually.
The idea was to make people aware of the symptoms of hypertension along with the potential consequences it may cause if not treated in time. We focused on the content every common man can relate to and devised a social media campaign to make it reach the masses.
The campaign began with a short yet unconventional awareness film to create awareness followed by a social media campaign that categorically targeted people who have high stress or are in the age bracket where chances of hypertension are high. To make the content more accessible and relatable we approached it with different lifestyle examples. The campaign was different as the focus was more on content which was crafted keeping in mind the target audience. Followed by content, a defined approach was taken to reach out to the TG. To give it an edge, most of the content was interactive where people had a chance to participate.
The campaign helped generate great awareness about this issue and the need to address it first-hand.
FBM won the ACEF award for the best digital campaign in the healthcare segment for the campaign.