Product:     Omacor
Client:        Solvay

Everybody knows about omega-3s, which have a host of beneficial actions affecting nearly every part of the body.

And thanks to a long-running and successful promotional campaign, nearly all doctors now know that Omacor (a highly purified and concentrated source of omega-3s)
can save lives when taken after
myocardial infarction.

The increase in Omacor prescribing has saved many lives, and promotion has undoubtedly contributed to this.

However, doctors are still not giving Omacor to all the post-MI patients who need it, which illustrates the gap between cognition (knowing a fact) and conation (acting upon it).

Our response was to up the emotional stakes with a new campaign dramatising the fact that people who survive MI are still at high risk, and that Omacor is a lifeline that can make the difference between a long life or an early death.