NHS ⎯ Protecting Hearts
Making blood pressure testing urgent and personal
Government & Public Sector
Brief
The NHS and DHSC approached us with a critical challenge: motivate the UK’s South Asian community, particularly adults aged 40+ to get their blood pressure checked at their local pharmacy. High blood pressure is often symptomless, disproportionately affects South Asian populations, and contributes to preventable heart attacks and strokes. The task was to turn a silent risk into a visible, urgent, and culturally resonant call to action.
Strategy
We developed a multi-lingual TV-led communication strategy built around authentic, relatable storytelling. The aim was to humanise the risk, highlight the scale of undiagnosed hypertension, and show how easy, quick, and free the test is. Our casting, tone, and narrative were carefully designed to reflect Bangladeshi, Pakistani, and Indian households, where cultural nuance, family influence, and everyday routines play a major role in health decisions.
The messaging positioned the blood pressure test as a simple but potentially life-saving step. The creative educated viewers about the absence of symptoms, reinforced the serious consequences of untreated high blood pressure, and encouraged immediate action through the NHS blood pressure postcode lookup tool. The film made privacy, accessibility, and convenience clear, removing barriers for those hesitant to engage with the healthcare system.
Results
As the campaign ran, pharmacies, local communities, and digital channels saw heightened awareness and interest. The communication succeeded in reframing a routine health check into an act of care for oneself and one’s family.
18m+
Adults reached, delivering strong coverage across South Asian audiences
36%
uUplift in message recall, particularly around the fact that high blood pressure has no symptoms
42%
increase in campaign recognition, driven by culturally relevant storytelling
More Works
(MRA — 02)
©2024
More Works
(MRA — 02)
©2024
NHS ⎯ Protecting Hearts
Making blood pressure testing urgent and personal
Government & Public Sector
Brief
The NHS and DHSC approached us with a critical challenge: motivate the UK’s South Asian community, particularly adults aged 40+ to get their blood pressure checked at their local pharmacy. High blood pressure is often symptomless, disproportionately affects South Asian populations, and contributes to preventable heart attacks and strokes. The task was to turn a silent risk into a visible, urgent, and culturally resonant call to action.
Strategy
We developed a multi-lingual TV-led communication strategy built around authentic, relatable storytelling. The aim was to humanise the risk, highlight the scale of undiagnosed hypertension, and show how easy, quick, and free the test is. Our casting, tone, and narrative were carefully designed to reflect Bangladeshi, Pakistani, and Indian households, where cultural nuance, family influence, and everyday routines play a major role in health decisions.
The messaging positioned the blood pressure test as a simple but potentially life-saving step. The creative educated viewers about the absence of symptoms, reinforced the serious consequences of untreated high blood pressure, and encouraged immediate action through the NHS blood pressure postcode lookup tool. The film made privacy, accessibility, and convenience clear, removing barriers for those hesitant to engage with the healthcare system.
Results
As the campaign ran, pharmacies, local communities, and digital channels saw heightened awareness and interest. The communication succeeded in reframing a routine health check into an act of care for oneself and one’s family.
18m+
Adults reached, delivering strong coverage across South Asian audiences
36%
uUplift in message recall, particularly around the fact that high blood pressure has no symptoms
42%
increase in campaign recognition, driven by culturally relevant storytelling
More Works
(MRA — 02)
©2024
NHS ⎯ Protecting Hearts
Making blood pressure testing urgent and personal
Government & Public Sector
Brief
The NHS and DHSC approached us with a critical challenge: motivate the UK’s South Asian community, particularly adults aged 40+ to get their blood pressure checked at their local pharmacy. High blood pressure is often symptomless, disproportionately affects South Asian populations, and contributes to preventable heart attacks and strokes. The task was to turn a silent risk into a visible, urgent, and culturally resonant call to action.
Strategy
We developed a multi-lingual TV-led communication strategy built around authentic, relatable storytelling. The aim was to humanise the risk, highlight the scale of undiagnosed hypertension, and show how easy, quick, and free the test is. Our casting, tone, and narrative were carefully designed to reflect Bangladeshi, Pakistani, and Indian households, where cultural nuance, family influence, and everyday routines play a major role in health decisions.
The messaging positioned the blood pressure test as a simple but potentially life-saving step. The creative educated viewers about the absence of symptoms, reinforced the serious consequences of untreated high blood pressure, and encouraged immediate action through the NHS blood pressure postcode lookup tool. The film made privacy, accessibility, and convenience clear, removing barriers for those hesitant to engage with the healthcare system.
Results
As the campaign ran, pharmacies, local communities, and digital channels saw heightened awareness and interest. The communication succeeded in reframing a routine health check into an act of care for oneself and one’s family.
18m+
Adults reached, delivering strong coverage across South Asian audiences
36%
uUplift in message recall, particularly around the fact that high blood pressure has no symptoms
42%
increase in campaign recognition, driven by culturally relevant storytelling
More Works
©2024