World Thrombosis Day


1 in 4 people worldwide die of causes related to thrombosis (blood clots), yet awareness is low. To address this often overlooked and misunderstood condition, the International Society on Thrombosis and Haemostasis (ISTH) launched World Thrombosis Day (WTD), a year-long global movement culminating on October 13. We collaborated with the ISTH to promote the 2016 campaign, highlighting the urgent need to educate health professionals and the general public about thrombosis.

World Thrombosis Day


1 in 4 people worldwide die of causes related to thrombosis (blood clots), yet awareness is low. To address this often overlooked and misunderstood condition, the International Society on Thrombosis and Haemostasis (ISTH) launched World Thrombosis Day (WTD), a year-long global movement culminating on October 13. We collaborated with the ISTH to promote the 2016 campaign, highlighting the urgent need to educate health professionals and the general public about thrombosis.

Challenge


Although it affects millions worldwide, thrombosis is usually not top of mind for most people. To increase awareness of the risk factors, signs & symptoms, and evidence-based prevention and treatment methods, we developed a creative platform entitled “Keep Life Flowing.” This platform engaged our target audience using an analogy likening thrombosis to the obstacles people encounter in their daily lives.

Insight


Our creative platform for the 2016 campaign tapped into a universal emotion – the frustration from obstacles people face every day, such as traffic jams or long lines at the supermarket. This platform reminds people what thrombosis ultimately is: a blockage inside the body.

Execution


Our goal for the 2016 World Thrombosis Day campaign: exceed metrics from 2015, with an emphasis on expanding the quality and quantity of global media coverage. To do so, the program included earned media outreach, social media activities, paid content distribution, and partner engagement. We developed digital content, videos, print materials, and merchandise.

Impact


Global campaign reach

As measured by event attendance, media coverage, social media and web analytics, the 2016 campaign reached an audience of more than 2.3 billion - a 423% boost over 2015.

Global media impressions

Through interviews and briefings with top-tier media, we secured 1,051 stories in 31 countries, a 462% growth over the previous year.

Viewable impressions

Through a native advertising campaign we engaged millions with our “Know Thrombosis: Keep Life Flowing” video, infographic and feature article.

Work