Old Hearts Can’t Wait
Heart failure patients in Hong Kong have an average life expectancy of 5 years, yet they could wait almost 2 years in the public health system for specialist treatment. However, Hongkongers are unaware of the situation, leaving the patients to wait in silence.
To bring their situations to light, we decided to leverage Hongkongers’ love-hate relationship with waiting to drive the issue into mass consciousness, and pave the way to open up prescriptions of Entresto, a heart failure treatment, in the future.
Old Hearts Can’t Wait, an integrated o2o campaign, hijacked typical waiting scenarios – for a loading webpage, for a minibus, in a physical queue – to ask Hongkongers a simple question:
How does your current wait time compare to that faced by heart failure patients, who can wait up to two years against their will?
