AstraZeneca  wanted to develop an awareness campaign that promoted the three pillars of a healthy lifestyle – eating, moving and motivation – and the importance of working with your doctor to maintain a healthy Cholesterol Ratio. In 2006, they asked High Road to develop  an engaging and fully interactive resource to helps Canadians assess their risk of cardiovascular disease, track their daily fitness and nutrition progress and get all the information they needed to make heart-healthy choices. KnowYourRatio.ca became the centerpiece of a two year of national awareness campaign.

The website included a number of engaging interactive tools designed to create repeat visitors. KnowYourRatio.ca became home to:

• A personalized interactive food and exercise journal where users can keep track of the calories they consume and burn on a daily basis;
• A database of cholesterol-friendly recipes from some of Canada’s best know dietitians;
• A calculator that determines your level of risk for cardiovascular disease; and
• Various Flash tools, PDF downloads, audio exercise programs, a survey and much more.

The campaign generated over 70 million media impressions, over 95,000 website visitors, and over 1.2 million page views. In early 2008, a search engine optimization program was executed to help sustain website traffic once the offline promotion had ended. By the end of 2008, KnowYourRatio.ca was on the first page on Google results, and as high as fourth, for its most competitive search term (“cholesterol”).