
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: 1st and 2nd 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