Sanofi put liver tests where Polish men already took their cars

Sanofi's Essentiale team faced a behavior problem, not just an awareness problem: Polish men were hard to move toward preventive liver checks. A normal ad would ask them to care more about health; the smarter move was to meet them inside something they already cared about.

Polish law requires cars to be inspected once a year. Publicis Worldwide Poland used those inspection stations as the media channel, adding liver checks while drivers waited and making the analogy explicit: the liver is to the body what the engine is to a car.

The campaign began on 1 October 2022 and ran across activation, TV, outdoor, radio and social. Caples reported more than 65,000 liver tests, over 200 million impressions, more than 800 media publications and a 318% lift in awareness of liver care in Poland.

Attach the checkup to a habit they keep

It used a compulsory moment, so the audience was already present and thinking about maintenance.

The car analogy translated a hidden organ into a familiar machine part.

Testing on site removed the gap between intention and action.

The stunt generated a simple news hook without relying on medical fear.

When people resist a new preventive habit, piggyback on a ritual they already respect instead of asking them to create a new one.

The Liver Check won a Bronze Drum at Golden Drum and a Bronze in Caples' healthcare category. More importantly, it showed how a healthcare brand could make prevention easier by changing the setting, not just the message.