BAYER ASPIRIN
The Official Sponsor of Fans’ Hearts
PROBLEM:
Heart disease is the leading cause of death in the US, but it’s easy to ignore the warning signs
TRUTH:
People know the classic heart disease co-morbidities (obesity, hypertension, smoking, etc.) but don’t want to think about them because they cue negative feelings. They don’t know that watching sports might put them at risk
PERSPECTIVE SHIFT:
Move the heart-health conversation…
From the obvious unhealthy habits that trigger negative feelings
To things people like about themselves (sports fandom)