FH25 - OTP Health Fund: “Work cannot wait”

The challenge

Many agree on the importance of self-care in principle, but in practice, fewer do it consciously. The box office data and the results of the OTP Self-Care Index also showed that although the population considers this type of foresight important, few had savings for health purposes. Meanwhile, at the same time, we also saw that more and more of the cash payments were spent on private health services. Mainly due to waiting times: 75% did not consider their working hours compatible with public health and took an average of 1.5 days of leave per year to access care. It is familiar to everyone: office workers sitting on their laps in the waiting room with laptops. The question was: how can you talk about this in such a way that it is not just a problem pose, but a real motivation for self-care?

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The solution - an insight built from a very familiar life situation

The campaign was built on this tension: that for many, recovery, examination and even waiting itself become a problem at work and in life. The campaign was built on the experience of waiting in the waiting room and through it made the issue of health self-care personal. The creative concept, created in collaboration with Café Communications, showed how difficult it is to reconcile work with the medical expectation - be it hairdressers, seamstresses or even shepherds. A highlight of the press work was the birthday event of the Health Fund, where we built a shabby waiting room and deliberately launched the program with a 30-minute delay so that guests experience the frustration of waiting as their own experience. This was complemented by the first domestic VR waiting room, which reflected on the problem in an attentive and empathetic way.

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The result

The campaign ran between May and October 2017 and received an outstanding response not only to the target found with the audience, but also professionally. In 2017, the amount of individual payments to the OTP Health Fund increased by 36%, and according to the treasury's own aggregation, in the first nine months an individual payment of a record amount of HUF 3.3 billion was received, which is 37% It meant growth. The campaign also won Stevie Awards gold and European Excellence Awards recognition, among others.

And why did we love this job? Because we were able to build a strategic communication case from an ordinary problem that affects everyone, because we linked education not with dry messages, but with a strong element of experience.

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