Do It For The Family

Human behavior is driven by the "symptom barrier": we don’t visit doctors unless it hurts. Because Lp(a) is a silent threat, we ignore the red flags and normalize premature heart disease as a family trait. But how do we drive people to get tested? We turn genetic risk into a cinematic family affair. Novartis mobilizes Gen Z to protect their relatives by delivering a humor-powered offer they can’t refuse: get tested or face the consequences.