Boots Pharamceuticals: Zavance
Launch campaign for Zavance, the UK's first over the counter statin. Strategic planning included in-home documentaries to understand the perception of heart health among at-risk groups, and doctor research to explore the patient barriers to preventative care. This led to a rejection of fear messages, in favour of uniting digital, retail and direct channels to create an achievable, positive approach to heart health, with a challenge to try Zavance for 30 days. Titled "Day by Day", the campaign led to 100% pharmacy chain adoption, and received special recognition from the National Health Service (NHS).