Why we loved working on this
It was one of the few opportunities we have to take a serious subject like High Blood Pressure, and use comedy as an initial motivator. Serious as a heart attack? YES. But that doesn't mean that all messaging has to be laden with doom and gloom.
Stretch a tight budget as far as we can to create some entertaining videos to motivate a population who may have very low reading/vocabulary abilities. The patients will "have to" watch these in order to see the provider at their appointment. This video series was designed to work in conjunction with an experimental program in Durham, NC testing video education in a high-needs healthcare area.
We sought to keep the solutions simple and clear, the reading level low, and the value of information high. We also wanted to structure the campaign around positive messaging where possible. We also pulled the whole series off in surprisingly low budget package.
Results were great! The overall campaign was highly successful and has now become a national movement. The AHA now uses the video series for general high blood pressure education. Feedback from Duke Clinical Research Institute has been VERY positive about the role of the educational videos in the success of the entire campaign. Most importantly, people began making healthier choices and their blood pressure indeed was lowered.