Abbott believes that good health is the starting point to living a full life – one that enriches and satisfies, that provides happiness and enables achievement. So what does it look like to really live fully?
Abbott’s recently launched communication efforts highlight what it has stood for more than 125 years – helping people live the best and fullest lives they can, through better health. The company has launched a new television commercial (popularly called the ‘Granny’ ad), an ‘Ask a million’ initiative that will reach out to one million people across the globe asking them how they live a full life and ‘India@Work’ – a radio and online series, which aims to inspire people working in India to live better.
The ‘Granny’ advertising campaign:
Abbott recently launched its first ever corporate television commercial in India. The ‘Granny Ad’showcases Daadi (grandmother) coaxing Tipu (her grandson) to allow her to ride his bicycle. Fearing that she may fall, the grandson keeps finding excuses. She forces him to relent and goes on a ride. Her unbridled joy at having succeeded in riding brings out how dreams have no age limit if people are at their healthiest. The TV commercial is further amplified through print, outdoor and digital media and has received an encouraging response so far with over 1.5 million online views.
‘Ask-a-million’ initiative:
As part of this global initiative, Abbott is encouraging one million people across the world to share their #fullosophy – their own unique way of seeing and being that gets them to achieve their ‘fullest’ potential. Anyone can share their answer on a new website www.LifeToTheFullest.Abbott. Since a full life means different things for different people, Abbott wants to understand and share the trends that are revealed. Abbott will provide a resource for people to explore differences, similarities, barriers and motivators in living a full life and hopes to spark a larger conversation around health, fulfilment and human potential. People can also participate in the global survey through online and social media tools like Facebook, YouTube and Abbott.in.
‘India@Work’:
Abbott wants to go beyond just understanding and actively help people live healthier lives. Preliminary trends from our quest to ask people how they live their best life have shown that “work” is identified as one of the top barriers. Additionally, research [Forbes Magazine, October 2015] has shown that workplace stress has a huge influence on people’s health. To begin to address this issue, Abbott has created ‘India@Work’, an ongoing content series in association with leading radio channel (Mumbai and Delhi). ‘India@Work’ aims to empower people to be more efficient, productive, clear thinking and successful in their daily work. The radio campaign will run from October to December 2015. Abbott is also connecting socially and digitally with the working population via its website http://www.lifetothefullest.abbott/en/india-at-work.html.
“These initiatives help us create a global conversation with people about what matters most to them and how they can get the most from their life”, said Bhasker Iyer, Vice-President, Abbott. “Today’s global marketplace is changing faster than ever before, demanding new and innovative ways to connect with consumers. It is more important than ever for a variety of stakeholders, particularly consumers, to better understand who we are, what we do, and what we stand for –making peoples’ lives healthier and better. These initiatives help us convey our promise to our customers.”
A more visible Abbott
Today, Abbott is more global and closer to consumers than ever before with about half of its business either direct to consumers or significantly influenced by consumers. Also, over 50% of the company’s revenues come from fast growing emerging markets where a recognized corporate brand is vital. People around the world are more empowered to make health care decisions, and they care about the companies behind the products they’re using for themselves and their families. They want to be assured that the company is one they can trust. Two-thirds of consumers check labels to see which company is behind a brand and more than 50% do research on the company.
These insights led Abbott to refresh its corporate identity in 2014, revealing “Life. To The Fullest.” This identity is authentic to Abbott’s purpose as a company and relevant to how people think about health today. It expresses the power of health in people’s lives and celebrates what people can achieve and experience at their healthiest. The recently launched communication initiatives reflect the change in the way Abbott is telling its story.