Description

Problem
Kazakhstan still lags far behind other countries in the number of people getting regular health check-ups. Most people only turn to specialists when health problems become serious. However, preventive check-ups would help to fight diseases even before the first symptoms appear.

Challenge
To tell people about the importance of regular check-ups and to encourage them to get into the habit of doing it.

Idea
Everyone has their own strange and funny little habits - to check who has liked the picture of their ex, to admire their biceps in every reflection, to look into the fridge every 15 minutes, and so on.
We decided to use the so-called "anchor effect", by relating people's strange and funny habits to a really useful one - getting check-ups.

Solution
To create a series of videos for different target audiences, using habits that everyone recognizes themselves in and inspire people to make another really useful habit - to have regular check-ups at the Olymp Clinical Diagnostic Laboratory.

Credits

Agency:
Nail Muratov - Creative Director
Sergey Alexanin - Creative Group Head
Dmitriy Larionov – Strategy
Dariya Orazbayeva - Senior Copywriter
Kolya Shkoda - Senior Copywriter
Yelena Brazhnikova - Account Director