Listen to your legs

Peripheral arterial disease (PAD) awareness and prevention campaign

CONCEPT

Listen to your legs

The PAD (peripheral arterial disease) is a cardiovascular problem that affects circulation of your your limbs, especially legs. It is also called the “silent killer” as around half of the individuals suffering from it are not aware of their condition as it is especially hard to make a diagnosis. Bayer asked The Ad Store to develop a multi-platform and multi-target campaign addressing both doctors and the general audience in order to create awareness on PAD and its symptoms. The result was an integrated campaign based on an impactful content production strategy where legs take center stage.

IDEA

A CAMPAIGN WHERE LEGS DO ALL THE TALKING

How to create awareness on a disease that is “silent”? With a strong and impactful campaign, having an unconventional approach and a clear call to action: do not ignore the signals sent by your legs. “Listen to your legs” was the key message of the ambient campaign created and showcased in Milan, Italy, the first touchpoint of a complex communication project.

THE ADDED VALUE

A disruptive APPROACH by THE AD PHARM

The Ad Pharm - our division specialized in healthcare communications - followed the campaign in all its development stages, from identifying a relevant strategy to its unconventional and impactful execution. What makes all the difference is our approach, thanks to which we develop innovative campaigns for an industry where communications are often stereotypical and don’t get to have the desired impact on people’s lives. Creating awareness on PAD required a strong viral potential for the message to get noticed and catch the audience’s attention without creating alarm.