This Bayer Campaign Aims to Arm Every American Named 'Smith' With Aspirin

Goal Is to Create a 'Safety Net' of Carriers to Help People Suffering Heart Attacks

By Alexandra Jardine. Published on Feb 10, 2017

Editor's Pick

Bayer is taking an unusual approach to raising awareness of how chewing an aspirin could help during a suspected heart attack.

The pharma brand and agency Energy BBDO worked out that, if everyone with the last name Smith in the U.S. carried aspirin (that's 2.44 million people, as it's the country's most common last name), fewer people might die from heart attacks.

To promote this idea, the brand made a documentary-style film shot in Fort Smith, Arkansas, a city with one of the highest heart attack rates in the country. All 1,800 residents of Fort Smith with the last name Smith received a HeroSmith kit to help them start saving lives, and the film, directed by David Garcia at Maverick NYC, features many of the town's own Smiths. Bayer Aspirin has also donated $25,000 to the local American Heart Association Chapter.

The film drives viewers to the campaign website at, where they can see individual real-life stories and experiences with heart attacks, take the pledge to be a "HeroSmith," and download a coupon to get a bottle of aspirin -- even if you're not called Smith. The ultimate goal is to create a safety net of aspirin-carriers; the more people who carry aspirin, the more likely it will be in reach when a suspected heart attack strikes.

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Feb 10, 2017
Energy BBDO
David Garcia
Production Company:

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