Carrying Bayer Aspirin Gives You Hero Status
New York, NY – In the new awareness campaign developed by
BBDO and PR firm Marina Maher Communications, Bayer is
arming everyman with asprin to stop heart attack deaths.
The HeroSmith campaign encourages people across the country
to become everyday heroes by carrying aspirin. To kick off the
campaign, Bayer started with people with the last name “Smith”
in Fort Smith, Arkansas.
“The idea was if we activated one group, we would be able to
make a difference,” said Laurie Hekmat, U.S. marketing director
for Bayer Aspirin and Midol and Bayer consumer health. “It started
with the Smiths, which is the most common last name. Then, we went
a little deeper and found the places with highest rate of heart attacks
and one was Fort Smith.”
In a video accompanying the campaign, Bayer spotlighted the stories
of eight Smiths from Fort Smith who carry aspirin, emphasizing how
something so simple can make a difference. Though the video focuses
on this city, the goal is to encourage every Smith—and people with
other last names—in the country to start carrying aspirin.
The HeroSmith theory, which the campaign is based on, is that if
every Smith carried aspirin, thousands of lives could be saved.
Bayer is running the campaign on social media, particularly on the
Bayer Aspirin Facebook page. Hekmat said because the purpose of the
campaign is to get everyone in the country to carry aspirin, it is targeting
a wider audience than usual with the Facebook videos.
The campaign also has a microsite that shows statistics about heart attacks,
explains what to do if someone is having a heart attack, and encourages
people to take the pledge to start carrying aspirin.
“The campaign is living into our brand purpose for Bayer Aspirin and
thinking about what we stand for: helping people stay alive,” Hekmat said.
“Ultimately, the campaign is a call to action for people to carry aspirin,
do the right thing, and be heroes.”
Why This Matters:
Consumers increasingly want organizations to demonstrate a purpose
beyond profit and prove a business commitment to making the world
a better place, but it requires more than a snappy slogan, with brands
needing to set out their objectives and prove they are in it for the long term.