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- Simple Tape Measure Turned into a Heart Health Wake-Up Call
Simple Tape Measure Turned into a Heart Health Wake-Up Call
Brilliantly done by ACKO
In partnership with
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This campaign didn’t rely on celebs or fancy tech but still hit home. And honestly, it might just be one of the cleverest health awareness ideas.
It came from ACKO. Yes, the digital insurer.
The campaign was called The Tailor Test. And the insight behind it was brilliant.
It started with a tape
On World Heart Day, instead of throwing stats or generic ads at people, ACKO collaborated with tailors.
Tailors, as we all know, measure waists and hips every day. So, ACKO turned these everyday measurements into something much bigger.
They used the waist-to-hip ratio, a World Health Organisation approved marker for heart risk as the heart of the idea. If your WHR was over 0.90 (for men) or 0.85 (for women), it wasn’t just about the fit it could be a health warning.
Tailors, unknowingly, had been checking one of the most important (yet ignored) indicators of heart health. That’s where ACKO stepped in.
Health awareness without sounding like a lecture. That was the beauty of this campaign.
Why it worked
As a marketer, here’s what stood out to me about The Tailor Test:
Tailors are trusted. They live in our neighbourhoods. We joke with them. We listen to them. ACKO used that trust not influencers to start the conversation.
Waist and hip measurements are a normal part of tailoring. ACKO linked them to heart health without forcing the message. It didn’t feel like a campaign. It felt like a useful reminder.
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Luv