This pharmaceutical group needed to initiate an internal awareness campaign to make their staff conscious of the dangers of cholesterol and the importance of a good diet and healthy habits. The idea was that this way they could better understand the launch of Sanofi’s new medication to reduce cholesterol.
Under the slogan “Let’s take care of Sanofi’s heart”, all the staff were sent various products with apparent high cholesterol risk. To everyone’s surprise, the parcels did not contain the expected product but rather an explanation of the importance of looking after yourself, advice, or gizmos, to prevent cholesterol. A venture that left nobody indifferent.