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    Direct mail
Client: Lipitor
Problem: Males 55+ with high cholesterol seem not to care when told that they could be at risk of a heart attack.
Solution: Let's tell them, if you don't want to do it for you, then do it for your family.
Direct mail
Lipitor users were sent invitations from their children/family as reminders that they want them to be around for many years.
Invitations were dated 15+ years in the future.