LIVER CHECK (POLAND)
Bypass Denial: Sanofi Uses Humor to Get Polish Men Talking Health
Polish men die 8 years earlier than women because they don’t care about their health. They don’t want to hear about their unhealthy lifestyle. They do, however, care a lot about their cars. So, we had to approach them in a way they would respond to. Sanofi created a “Liver Check” during the car inspection to humorously encourage men to take care of their health just as well as they care for their cars.
The campaign has been a resounding success in Poland. Over 64,000 liver tests have been conducted thanks to the initiative, generating over 200 million overall impressions and garnering coverage in over 800 media publications. Most importantly, the campaign has demonstrably shifted public perception, with awareness of the importance of liver care increasing by a staggering 318% within Poland.
Sanofi’s “Liver Check” campaign tackled the gender health gap in Poland. By using humor to overcome denial and a culturally relevant car maintenance analogy, they aimed to nudge men towards preventive healthcare promoting a positive shift in behavior.