London International Awards
2022 Winners and Finalists
Regional Health & Pharma Network of the Year: North America
IPG Health
Finalist
Pharma & Medical
Social Responsibility/Awareness Campaign
| Entrant: | FCB Health Europe, an IPG Health Company, London |
| Brand: | Heart Research UK |
| Title(s): | "Cardiac Christmas Cards – Campaign", "Cardiac Christmas Cards – Campaign Board ", "Tree - Mailer", "Chimney - Mailer", "Sleigh - Mailer", "Radio Ad" |
| Corporate Name of Client: | Heart Research UK |
| Head of Marketing and Communications, Heart Research UK: | Tom Smith |
| Agency: | FCB Health Europe, an IPG Health Company, London |
| Executive Creative Directors: | Jamie MacCarthy-Morrogh/David Prater |
| Associate Creative Director: | Christian Louzado |
| Senior Copywriter: | Simon Wood |
| Senior Creative Artworker: | Sam Madders |
| Creative Artworker: | Kristian Binks |
| Creative Production Director: | Shanie Connard |
| Senior Designer, Motion Graphics: | John Willows |
| Associate Director, Technology: | Asa Fisk |
| Design Director: | Simon Robinson |
| Agency Account Executive: | Siya Amin |
| Agency Account Director: | PJ Crabb |
| Director, PR and Communications Europe: | Jerome Cholet |
| PR and Communications Manager: | Karin Stelzner |
| Production Company: | Big Buoy, London |
| Sound Engineer: | Marcus Smith |
| Illustrator: | Daniel Rodgers |
Description:
But how do you get the message out about this seasonal danger? You get family and friends to send it for you, as a Cardiac Christmas Card.
An innovative way of leveraging consumers themselves to deliver educational healthcare information to those in need, and to drive engagement with Heart Research UK.
The cards starred someone whose poor diet, infrequent exercise and high-stress job puts him at particular risk on Christmas Eve – Santa Claus. Illustrated in a beautiful, vintage style, the campaign showed classic Christmas scenes, but with a sobering twist.
Amid the twinkling lights, prancing reindeer and gently falling snow, Santa is shown clutching his chest and collapsing, experiencing the devastating effects of a heart attack.
The cards were sold in partnership with Thortful, the UK’s largest card marketplace.
The Spotify radio ad featured BAFTA-winning actor Mark Bonnar giving a reading of a heart failure version of ‘The Night before Christmas’.
The Spotify radio ad had a click-through rate 42 times higher than the Spotify average (1.68% vs Spotify benchmark of 0.04% for audio ads).
On the back of the campaign, visits to the Heart Research UK website increased by 117% on the previous year, and the number of new users increased by 223%.
Searches for ‘Heart Conditions’ and related keywords drove click-throughs to the Heart Research UK website from 819 in the previous year to over 6,567 in December 2021. Helping to keep more hearts healthy over the holidays.