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  • Old habits don’t have to die-hard
  • Old habits don’t have to die-hard
    Basheer Tome, Creative Commons (2011) ©
CASE STUDY

Take It From A Fish: kids give dad health advice

People don’t like being told what to do, especially by big corporations. And knowing that men in particular don’t like listening to health advice, pharmaceutical company AstraZeneca targeted the wives and kids of unhealthy dads. But how did it do this? And why did it work so well?

Location United States

Scope
Meet Sal and Marty. They’re just two fish, hanging out on the fish counter, listening to a woman tell her husband to cut down on sugary desserts. “She seems a little naggy to me,” opines Marty. “Naggy?” protests Sal. “Nah. She just cares about her husband so much, she'll play bad cop to help him get his triglycerides down.”

This is the opening scene in pharmaceutical company AstraZeneca’s YouTube campaign to encourage men to eat less triglycerides – a type of fat in the blood that can increase the risk of pancreatitis. Taking inspiration from the man’s ...

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