Sanofi Consumer Health got men to care for their livers like they care for their cars

Sanofi Consumer Healthcare merged creativity and media strategy in its campaign to encourage Polish men to be proactive about their liver health through something the population seemed far more interested in: their cars. With agency Publicis Worldwide Poland, the health care company aimed to raise awareness for liver health and potential dangers to it, contributing to Polish men’s life expectancy trailing women’s by eight years. The “Drive Healthy” campaign compared liver check-ups to car maintenance through cross-media influencer marketing. The effort won silver for Integrated Campaign of the Year among suppliers, vendors and pharmaceutical companies in the Healthcare Marketing Impact Awards 2023. See all of the Healthcare Marketing Impact Awards winners here While the campaign featured more typical TV, radio and digital advertising geo-targeted for its Polish audience, it also partnered with popular Polish motorists. Outside of the target adult male audience, the campaign also engaged spouses and children through a TikTok campaign called “Take Your Old Man to the Workshop.” Online ads as well as TV QR codes connected viewers with Sanofi Consumer Healthcare’s online guide for self liver screenings—part of the campaign’s initial phase to educate men on their role in achieving a healthy lifestyle—before a second phase focused on in-person checkups. The culmination was a mobile liver exam bus, which the company took to 16 cities across the country. Sanofi Consumer Healthcare said the campaign resulted in 123,000 participants in the online exam and 5,300 visitors to the mobile exam bus. See all of the Healthcare Marketing Impact Awards winners here

Sanofi Consumer Health got men to care for their livers like they care for their cars

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