Bayer to launch Asprin campaign to tackle cardiovascular risk caused by sports stress, According to the American Hearts Association, heart disease is the single largest cause of death in the U.S. for men and women, and this risk is greater when people watch an intense sports game. According to research conducted by pharma giant Bayer, for approximately 20% of heart attacks, there are no recognizable warning signs that occur, and the risk of a heart attack marginally increases when a person is watching a game in which their favorite team is competing.
As a result, the German pharma company has partnered with digital health companies Huma, NBC Sports, and Bally Sports to not only develop a digital tool that can help identify a person’s risk factors for developing cardiovascular diseases but also to generate multimedia content and regional media integrations featuring sports stars and TV icons to raise awareness for the cause.
Ahead of the Super Bowl, the company has started an educational effort to highlight the link between sports fandom and heart health by announcing that they will be acting as the official sponsor of Fans’ Hearts. As part of the company’s commitment to supporting American Heart Month, fans will be encouraged to prioritize their health by looking up their cardiovascular health risk factors online at CheckYourHeartRisk.com, a website that will allow users to gain a quick assessment of their health and provide them with advice for their heart health and medical resources to get in touch with a provider. The company was assisted by Huma in this endeavor.
In order to increase coverage for the cause, Bayer has also connected with renowned sports commentators, such as Michael Emrick and Charley Steiner. The former is an NHL Hall of Famer while the latter is a former ESPN commentator and LA Dodgers play-by-play caller. The purpose of the collaboration is to help fans reimagine what it means to engage with high-stakes events in sports. Other icons include NFL football player Kevin Harlan. Bayer has partnered with NBC Sports and Bally Sports to put out the content generated from this campaign.
Other media content that the pharma has generated includes a video of a moving crescendo to show the impact of the stress a sports fan goes through during a game and how it impacts the heart. Toward the end of the video, viewers are redirected to the Check Your Heart Risk Website where they can gain information about the trends of their heart health risk for the next decade, a report that can even be shared with their doctors.
“It doesn’t matter what sport, league, or team you cheer for, every fan has experienced heart-pounding moments when watching their team play,” Kelly Fanning, VP of pain and cardio at Bayer Consumer Health U.S., said. “While that feeling may seem trivial, the stress that comes from those heart-pounding moments, along with other risk factors, may increase your cardiovascular risk. As a leader in heart health, we wanted to find an impactful new way to reach and educate people who may be at increased cardiovascular risk without even realizing it.”
Through these initiatives, Bayers wants to show its dedication to fans who have supported the sports fandom with all their hearts. In fact, the reason for all these efforts was summed up by the company through the campaign tagline to allow fans to “keep their hearts in the game.”
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