BHF Ethnic Marketing Campaign

BHF Ethnic Marketing Campaign

BACKGROUND:

South Asians living in the U.K. are more likely to die prematurely from Coronary Heart Disease, due to not taking timely action. Victims hesitate to call 999 for help because of lack of awareness of the symptoms.

However, this delay can be the critical difference between life and death.

BRIEF:

To raise awareness of heart attack symptoms among the target audience

Call to action – dial 999 immediately

Spread the massage – ‘doubt kills’

TARGET AUDIENCE:

South Asian community living in the U.K

Ethnicity: Pakistani, Bangladeshi and Indians

Gender: Male & female

Generation: 1^st and 2^nd Generation immigrants

Age group: 45+ years

People suffering from severe chest pain tend to call 999 more quickly therefore it is crucial to target people who suffer less symptoms secondary: Caretakers, family members

OBJECTIVES:

To induce the attitudinal and behavioural changes among the target audience towards calling 999

Retain the core message and core target audience:

Raise awareness of heart symptoms

Turn doubt into action

To reduce pain to call time

To save lives

MAIN MESSAGE:

Chest pains could mean a heart attack. Call 999 immediately