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Takeda/Nevrohelp.info
Is given to Everyone

RAN IN: Russia

CLIENT
Takeda Pharmaceuticals International

AGENCY
TWIGA Communication Group *Lead Agency


SUMMARY

In order to convey the message about the effectiveness of rehabilitation after a stroke, the most popular football club of the country changed its champion slogan "Its not given to everyone" to the opposite (by removing the particle "not") before the match with the most important rival - Zenit from St. Petersburg. A few seconds before the match, Petya Buravtsev, a young Spartak fan who survived the severe form of a stroke and underwent rehabilitation, first rose from the stroller and, in front of 45,000 spectators, made a symbolic blow to the ball. On his T-shirt was the inscription"Is Given Nevrohelp.info To Everyone", she directed to a site where families in whom there was a stroke could find all the necessary information.

CASE STUDY

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CASE VIDEO


Audience: Each family could experience a stroke problem. Nowadays even young people could get hurt, and anyone can become a patient or a "relative to whom the burden of caring for the sick will lie".  

Objectives: Convincingly and emotionally, so that a large number of people will forever remember the message, show that recovery after a stroke is possible if you undergo rehabilitation. The limited budget (about 2 million rubles) allowed us to put the following project KPIs: 1. Coverage of 10 million people 2. A 25% visits increase of the website Nevrohelp.info, created by Takeda to inform people in detail about what rehabilitation is and how it works.  

Type: B2C

Language: English, Russian