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Bayer Aspirin
I am ProHeart

RAN IN: United States

CLIENT
Bayer

Anne Coiley - Director, Global Comm.
Reese Fitzpatrick - Mktg. Director
Rob Hahn - Brand Manager
Tricia McKernan - VP, Global Comm.
Barton Warner - VP, Mktg.

AGENCY
Energy BBDO *Lead Agency

Dan Fietsam - Chief Creative Director
Andrea Bonney - VP, Acct. Director
Anne Dooley - Acct. Services Director


Proximity Chicago *Lead Agency

Kevin Lynch - Executive Creative Director


MSLGroup

Erin Ortiz - VP


BBDO New York


Initiative


SUMMARY

Millions of heart attack survivors don't take the steps necessary to prevent another one from happening. Bayer's challenge was to get survivors to take a more active role in saving their own lives and making sure it's Bayer they turn to. The 'I Am ProHeart' platform was created to empower heart attack survivors to take back their lives. It elevates Bayer's offering beyond just aspirin. Through this Bayer has become an ally providing practical solutions for heart healthy living as well as the emotional support survivors and their loved ones need.

CASE VIDEO


Hero Medium: Interactive

Medium Featured On Video: TV, Interactive, PR

Audience: New Audience, Women, Boomers (45+)

Objectives: Build brand equity

Type: Business to Consumer

Classification: National

Language: English