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Award: Yellow Pencil

Yellow Pencil / Integrated / Integrated / 2009

Heart disease is a serious problem in South Africa. The brief was to raise awareness of heart disease and position Flora margarine as a way of lowering the risk of being affected by it. We used Wally, a person who hadn’t made the best health choices in life and now had a heart condition, to convey the experience of heart disease. The public were brought closer to Wally through a popular TV talk show. We then made history by broadcasting his open-heart surgery. During the rollout of this campaign, Flora margarine was present, delivering its ‘Change your life. Love your heart’ message on TV ads and other media. Fee publicity worth a total of 75 million South African Rands was generated with five million South Africans being exposed to the severity of heart disease, as well as Flora’s message.

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