Bayer HealthCare / 1st World Thrombosis DayCross & Campaign
37-day integrated campaign on the dangers of thrombosis with two eye-catching live events as its highlight.
In 2014 the International Society on Thrombosis and Haemostasis proclaimed the first World Thrombosis Day.
The objective: raise public awareness for the risks of undetected venous thromboembolism (VTE). Bayer Healthcare – global founding partner of ISTH and supporter of the World Thrombosis Day – commissioned insglück with bringing this special day and almost unknown issue into the public eye, both in Berlin and beyond.
The idea: use attention-grabbing live actions, viral movies, billboard campaigns, social media and events to reach as many people as possible and raise awareness for preventive measures. The campaign highlight was the eye-catching live events with emotional storytelling at prominent Berlin locations, which were documented live and turned into viral videos.
Conclusion: the campaign reached over 6 million contacts over the course of 37 days. The videos were shared on YouTube, Facebook and Twitter. The broadcasting of the Thrombo Coach video on the popular German TV news format “Punkt 12” contributed to the overall success of the campaign.
Best Integrated Campaign
Best Charity/Social/Cultural Event
PR: Awareness Campaign
Special Events: Charity