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The Heart Behind #OhMyDog

The Heart Behind #OhMyDog

Danielle Smith

Danielle Smith

July 29, 2019

This campaign takes you on a walk that pulls on the leash and your heartstrings.

"All the small inconveniences of having a dog were nothing compared to the immense benefit that it gives regarding heart health." 

Havas Paris Seven Copywriter Ludovic Miege shares how #OhMyDog, a campaign for the French Federation of Cardiology, came together to raise awareness about the importance of physical activity among seniors, using creativity, original music, and, of course, cute dogs.

 

How and why did you decide to do this work for the French Federation of Cardiology? What was the ask from the FFC specifically?

After targeting women and children, the FFC wanted to make people over 60 years old aware of the cardiovascular risks caused by being too sedentary and by lack of exercise.

What insight led to this campaign?

We decided to take an original and not too dramatic angle to tackle the subject. We discovered a study that showed having a dog decreased cardiovascular risk by 36%. So we decided to encourage people to adopt one, showing that all the small inconveniences of having a dog were nothing compared to the immense benefit that it gives regarding heart health. 

Tell us a little about how this project came together.

We shot the film in Ukraine with the great director Maged Nassar. For the shoot, we composed an original piece of music that was kind of in the style of 90s boy band to accentuate the offbeat element of the scenes. The lyrics of the song were a declaration of love to a dog, contrasting with the images of dogs causing inconvenience to their owners. At the same time, we developed a partnership with the Société de Protection des Animaux (SPA) to encourage people to adopt a dog.

"I think people are drawn to the campaign and the message because we put something they like in the service of their well-being."

What is the message you want to communicate in this spot?

The main message is that, in order to avoid cardiovascular problems, you should walk a little bit every day to get some exercise. Having a dog is a great way to do it, because you have to take it out and care for the animal. It’s also a great way to socialize.

What does the drama of the dogs messing things up do for the overall message?

It’s amusing to take the opposite approach of what people expect. If you’re trying to get people to adopt dogs why would you show the negative parts that come with being a dog owner? The point is, yes, dogs have flaws and they can sometimes make us crazy, but at the end of the day it’s nothing compared to the value they bring us, especially at an emotional level.

How do you think the overall approach to “health” in media and advertising is changing currently?

Today, it’s no longer enough to say “attention, danger” We must propose solutions and try to communicate in a relevant and original way. Using humor for a serious subject is always a fun way to accomplish this.  

What do you hope people take away from this campaign?

We hope that people will adopt a dog! Or at least they will realize that you have to maintain your heart by exercising every day.

What has been the response to this campaign?

The response has been very positive. The video has nearly 3 million views and has seen engagement with shares and comments. People love dogs! I think people are drawn to the campaign and the message because we put something they like in the service of their well-being.

Do you yourself have a dog?

No dog for now. Maybe someday!

"All the small inconveniences of having a dog were nothing compared to the immense benefit that it gives regarding heart health." 

Havas Paris Seven Copywriter Ludovic Miege shares how #OhMyDog, a campaign for the French Federation of Cardiology, came together to raise awareness about the importance of physical activity among seniors, using creativity, original music, and, of course, cute dogs.

 

How and why did you decide to do this work for the French Federation of Cardiology? What was the ask from the FFC specifically?

After targeting women and children, the FFC wanted to make people over 60 years old aware of the cardiovascular risks caused by being too sedentary and by lack of exercise.

What insight led to this campaign?

We decided to take an original and not too dramatic angle to tackle the subject. We discovered a study that showed having a dog decreased cardiovascular risk by 36%. So we decided to encourage people to adopt one, showing that all the small inconveniences of having a dog were nothing compared to the immense benefit that it gives regarding heart health. 

Tell us a little about how this project came together.

We shot the film in Ukraine with the great director Maged Nassar. For the shoot, we composed an original piece of music that was kind of in the style of 90s boy band to accentuate the offbeat element of the scenes. The lyrics of the song were a declaration of love to a dog, contrasting with the images of dogs causing inconvenience to their owners. At the same time, we developed a partnership with the Société de Protection des Animaux (SPA) to encourage people to adopt a dog.

"I think people are drawn to the campaign and the message because we put something they like in the service of their well-being."

What is the message you want to communicate in this spot?

The main message is that, in order to avoid cardiovascular problems, you should walk a little bit every day to get some exercise. Having a dog is a great way to do it, because you have to take it out and care for the animal. It’s also a great way to socialize.

What does the drama of the dogs messing things up do for the overall message?

It’s amusing to take the opposite approach of what people expect. If you’re trying to get people to adopt dogs why would you show the negative parts that come with being a dog owner? The point is, yes, dogs have flaws and they can sometimes make us crazy, but at the end of the day it’s nothing compared to the value they bring us, especially at an emotional level.

How do you think the overall approach to “health” in media and advertising is changing currently?

Today, it’s no longer enough to say “attention, danger” We must propose solutions and try to communicate in a relevant and original way. Using humor for a serious subject is always a fun way to accomplish this.  

What do you hope people take away from this campaign?

We hope that people will adopt a dog! Or at least they will realize that you have to maintain your heart by exercising every day.

What has been the response to this campaign?

The response has been very positive. The video has nearly 3 million views and has seen engagement with shares and comments. People love dogs! I think people are drawn to the campaign and the message because we put something they like in the service of their well-being.

Do you yourself have a dog?

No dog for now. Maybe someday!

Danielle Smith is the Communications Manager of Havas Group. She’s believes every meal can be tacos if you have tortillas and the heart to try.

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