26 widespread diseases, 45,000 test subjects, a period of 20 years - the largest local health study in the world is extremely complex: In the Hamburg City Health Study (HCHS), the University Medical Center Hamburg-Eppendorf (UKE) is researching how the interplay of environment, biology, genetics and lifestyle makes healthy people ill. How do you arouse interest? How do you communicate the city, the hospital and the study as a flagship of medicine? Among Hamburg residents, politicians and the scientific community?
Our answer: a 360 campaign that makes HCHS a part of Hamburg's identity! Our claim "For tomorrow. For Hamburg. For Me." conveys that the study is meaningful to everyone and important to everyone. The test persons support science, the city and their health. Those who participate are not following a chore, but helping to write medical history. We pick up on this in our communication: it is confident, serious and clear. The campaign addresses the main target group of 45- to 74-year-old Hamburg residents, the medical community and political stakeholders.
The interaction of the measures reflects the versatility of HCHS. With our buzz on several channels, we reach the city's population in its breadth. On posters, advertising pillars and on HHV passenger television, well-known Hamburg personalities such as Pinar Atalay and Michael Stich inspire confidence in HCHS. The media partnership with the Hamburger Abendblatt brings the study home to the target group. Events at the Elbphilharmonie make it tangible: an international doctors' summit, an information event and the "Hamburg City Health Night" with performances by Ina Müller, the Hamburg Symphony Orchestra and Michel Abdollahi provide an insight into the medical lighthouse project and make it the number one topic of conversation. A huge installation in front of the city hall manifests the study as an inherent part of Hamburg.
We have made the HCHS the most highly regarded medical study in Germany. It is present in the media, appreciated by the urban population and stakeholders in Hamburg as well as Berlin. The study is firmly established in the scientific community. At more than 60 percent, the response rate is well above average.
Most importantly, our 360-degree campaign has helped to make tomorrow's medicine a reality today. And set a new standard for healthcare communication.