2016-2017戛纳健康狮 - 医疗健康类 - A01组 - 银奖 2016-2017戛纳狮        -  促销类       - D01组  - 入围奖   ASPIRIN "HEROSMITHS" 戛纳健康狮 - 医疗健康类 - A01组 - 银奖 这个项目是要用美国人们最常用的史密斯，建立一个携带阿司匹林的史密斯的安全网，以确保周围总是有阿司匹林。 BAYER CONSUMER HEALTH | ENERGY BBDO | 2017 Health And Wellness - A01 OTC Oral Medicines Brief Explanation Execution We set out to build a safety net of aspirin-carrying Smiths, to make sure there’s always aspirin around. But first, we had to arm them. We created HeroSmith Kits, which provided the tools and information needed to carry aspirin and help save a life. At TheHeroSmiths.com, Smiths could pledge to carry aspirin, order their own HeroSmiths kit, see how many people they could protect daily, and recruit their Smith friends. Next, we went to a town with one of the highest heart attack rates in the country to arm every Smith with aspirin, and see our theory in action. They became the voice of the brand in an online documentary series. And then we went to public events – where people are actually more likely to have heart attacks – to recognize and arm Smiths. From there, people took it upon themselves to recruit more Smiths, growing our network of aspirin-carrying HeroSmiths. Strategy Rarely before has a big healthcare brand talked to anyone except their immediate, at-risk, target audience. But we knew we could create a safety net of aspirin carriers by talking to people with the last name Smith, because there’s 1 Smith for every 130 Americans. The bulk of our campaign was launched during the month of February, which is Heart Month. We wanted the organic recruitment of Smiths to activate during a time when the messaging was going to resonate with people. Outcome Smiths in America have embraced the campaign. And by reaching out to the 2.4 million Smiths, we reached 63.5 million individual people in the first couple of weeks. Not only have we created a