Aspirin Protect: How old is your blood vessel campaign

Hyunjung Song

Campaign details

Brand owner: Bayer Korea
Brand: Aspirin Protect
Agency: Leo Burnett
Country: South Korea
Channels used: Events and experiential
Media budget: Up to 500k

Executive summary

Background

Cardiovascular disease (CVD) in Korea's middle-aged population has become more widespread than ever. It is now the number-two cause of death among Koreans. As a result, many have been aware of the disease and have shown a growing interest in acquiring information on CVD prevention. About 44% of the target group knew that a low dose of Aspirin could prevent CVD; however, they were unaware of and underestimate the dangers and risks of CVD when it came to their own health.

Objective

To raise awareness of CVD and CVD prevention with Aspirin Protect, and to show that it is an issue that has to be confronted individually.