Title	THROMBOSIS: EDUCATION, ENGAGEMENT AND PERCEPTION CHANGE
Brand	BAYER AG
Product/Service	N/A
Category	B01. Brand-led Education & Awareness
Entrant	FLEISHMANHILLARD FISHBURN London, UNITED KINGDOM
Idea Creation	FLEISHMANHILLARD FISHBURN London, UNITED KINGDOM
PR	FLEISHMANHILLARD FISHBURN London, UNITED KINGDOM
Production	FLEISHMANHILLARD FISHBURN London, UNITED KINGDOM

Name	Company	Position
Lynn Schwartz	FleishmanHillard Fishburn	Senior Account Management

The Campaign

We needed to be different from the usual pharmaceutical messaging. Our campaign is all about reaching different audiences, in context with what their interests are, using a range of platforms. The campaign itself is made up of many creative ideas, all working together. For instance: • A website and blog (Thrombo Coach) with regularly updated articles and tips. • Reactive and planned ongoing activity on social media with fun messaging; targeting audiences in real time, depending on what they are doing (about to travel etc). • Comic strips and infographics. • Flash mobs, experiential events such as a Guinness World Record attempt. • Creation of a special Spotify playlist. • Newsletters, mailers, challenges. • An interactive chat bot to answer questions.

Creative Execution

This year Time2Move launched a series of international campaigns with 1,050 partner organisations across 34 countries. These included: World Thrombosis Day 2017 – Joining #ClotChat on Twitter alongside the American Heart Association, introducing our superhero (MoveMan) on social media, a takeover of monuments in Mexico City, Alarm Chairs in the Netherlands and a chair-designing competition in Israel – to name a few. Guinness World Records attempt – For the world’s largest chair-based exercise group to engage HCPs. Chat bot - To engage with our audience 1:1, delivering specific content tailored to them (http://www.facebook.com/maketime2move) Buzzfeed – A series of articles including ’16 facts you probably didn’t know about bloodclots’ and other informative pieces. Film gifs – Relating to our binge-watching audience, tracing epic journeys in famous movies, including Lord of the Rings and Forrest Gump. Supporting content – Ongoing posts over social media and blog content on the Thrombo Coach website

Through engaging media, the medical community, Bayer’s workforce and the general public, we’ve been able to reach over 400 million people worldwide and get them moving against potentially deadly blood clots. • Partnered with 1,050 organisations across 34 countries • Over 280M Twitter impressions • 14,706 Facebook Page Likes • 77,027 Page Views on the World Thrombosis Day Website

Since the launch of ISTH’s World Thrombosis Day in 2014, we have been working with Bayer to raise awareness around blood clots in the leg (DVT) and lung (PE) with our campaign, Time2Move. Time2Move is an ongoing effort to get people to stop, think and make time to move in their daily lives to help reduce risks of developing blood clots. As part of this, we are empowering patients to proactively participate in their health decisions by understanding the risks, signs/symptoms of DVT and PE through the use of fresh and engaging content across a number of channels and countries.

To raise awareness of people’s risk of blood clots worldwide we need to target the general public and especially our at-risk audiences directly. Our messaging therefore focuses on our audiences’ interest areas to resonate with them personally: gaming, binge-watching, life at the office and travelling. Tone of voice is an important consideration for our campaign. Instead of being alarmist and preachy, the campaign messaging is down to earth, motivational, fresh and even quirky. Using this tone across all channels, we are more likely to engage people who respond to a more unique approach from a pharmaceutical company. Through daily monitoring on Twitter, we identify influential users tweeting key hashtags such as #longhaulflight or #bingewatching which we will in turn reply to with a #Time2Move message Based on our audience research, we have developed a paid media strategy that actively targets our audiences on Twitter and Facebook.