Campaign details

Brand: Sangobion Iron+
Brand owner: Merck Inc.
Lead agency: Ace Saatchi & Saatchi
Country: Philippines
Industries: Functional foods, supplements
Media channels: Events & experiential, Online display, Online video, Outdoor, out-of-home
Budget: Up to 500k

Executive summary

This is the story of how we managed to get people diagnosed for a blood disease they were indifferent to by getting them to bleed for something that they loved.

According to the World Health Organization (WHO), one in four people are at risk of anaemia. Unfortunately, diagnosis in the Philippines was tricky for a couple of reasons:

  1. People saw anaemia as a disease that was too serious for them to have.
  2. They were constantly brushing off the symptoms of anaemia (dizziness, fatigue, pale complexion) as nothing that an extra hour of sleep couldn't cure.