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Published/Aired: 
September 2018

Description

Background: According to World Health Organization (WHO), Cardiovascular disease and stroke are the world’s biggest killers, accounting for a combined 15.2 million deaths in 2016. These diseases have remained the leading causes of death globally in the last 15 years. The most shocking news is, more than 75% of CVD deaths occur in low-income and middle-income countries where Bangladesh exists. Lack of awareness on the importance of regular heart checkup, unhealthy diet, physical inactivity and tobacco use are the most common causes of CVD. Research clearly indicates, building awareness for maintaining healthy heart and regular check up can largely prevent CVD.

Objective: On the occasion of World Heart Day, one of the largest CVD medicine manufacturers in Bangladesh, Beximco Pharma took the initiative to build awareness on heart health among the general people of Bangladesh through making and spreading very emotional, indicative and creative static post and a social experimental video content through Social Media i.e. Facebook. CORE

IDEA: Idea space and cultural fuel: The universal truth is- even the most careless human being in the world must have love and care for his parents. Considering this strong and beautiful space of relationship, we crafted the idea for Beximco Pharma. Instilling a very important message of checking parents’ heart health, blood glucose and lipid profile regularly in the minds of the general people through a very emotional carter that will consequently drive a behavioral change. Thus, prevalence of CVD will be largely prevented. Idea: “FROM THE HEART” – if we reshuffle all the letters of this phrase, we find two different words, i.e. “FATHER” and “MOTHER”. This fantastic discovery after an extensive research helped us to design this mind-blowing social experimental campaign.

Execution: We invited a group of young people from different professions to participate in this social experiment. We asked a very emotional question to them: “Who truly stay inside of your heart?” And to find out the answer we asked them to reshuffle the letters of the phrase, “FROM THE HEART” in front of the camera and find out the persons who live inside of their heart. After finding the two words FATHER and MOTHER, they become emotional. On that moment of truth, we again took the opportunity to ask another emotional question to them. “When did you last go for checking up the heart of the persons who truly stay inside of your heart?”. Rest is a history.

Advertising Agency: The PH Factor, Dhaka, Bangladesh
Director: Omar Hasib, Shehab Masum
Copy: Shehab Masum, Omar Hasib
Art Director: Tania Tanjuman
DOP: S.m. Fazle Rabby
Editing: Arnob
Chief Executive Officer: Omar Hasib Shafiullah
Group Creative Manager: Shehab Masum
Senior Creative: Tania Tanjuman
Sr. Brand Services Executive: Abdul Fattah Rajib
Brand Services Executive: Nuzhat Binte Osman
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