Bayer Aspirin's See Your Risks campaign, created by Klick Health in 2025, uses visual denial metaphors to shift heart-health awareness among older millennials
Bayer Aspirin Brings Heart Risk Denial Into Focus With See Your Risks
See Your Risks is a 2025 integrated healthcare campaign created by Klick Health for Bayer Aspirin that uses the visual metaphor of people covering their eyes to confront denial about personal heart-disease risk, targeting older millennials and Gen X adults across the United States during American Heart Month in February 2025.
Bayer Aspirin launched See Your Risks in February 2025, timed deliberately to American Heart Month and anchored to a Super Bowl-led integrated media program. The campaign marks a strategically significant moment for the brand: as reported by mediapost.com, Klick Health was identified as Bayer Aspirin's new agency of record in February 2025, making See Your Risks the inaugural work under that partnership. The campaign spans connected television, out-of-home, print, Meta platforms, and animation-driven visual effects executions, with production handled by Oliver, Bayer's in-house production operation in the United States.
The creative premise is deceptively simple. Ordinary people appear on screen covering their eyes while voicing the precise reasons they believe heart disease does not apply to them — age, lifestyle, family history assumptions — each denial rendering the risk literally invisible to the individual. The campaign's objective is to make those invisible risk factors seen, felt, and actionable. In the United States, where cardiovascular disease remains a leading cause of mortality, the campaign addresses a documented gap between public perception of personal risk and clinical reality. Clapboard's editorial team notes that the campaign earns a Clapboard Score of 63 out of 100, reflecting a strong strategic foundation and recognisable creative device, balanced against the challenge of breaking through in a saturated pharmaceutical advertising environment.
See Your Risks targets a consumer segment that has historically sat outside aspirin's core audience. As reported by mediapost.com and Strategyonline Ca, the campaign was explicitly designed to reach older millennials and Gen X adults, expanding well beyond the traditional older-demographic base that aspirin brands have long addressed in the United States. The insight driving this shift is behavioural and psychological: denial, not ignorance, is the primary barrier to heart-health engagement in this cohort. Jill Baum, Executive Creative Director at Klick Health, was quoted by campaignlive.com as framing the campaign's mission as making risk factors visible to people who have actively chosen not to see them.
The timing of the February 2025 launch was not incidental. Anchoring See Your Risks to American Heart Month and a Super Bowl-adjacent media plan maximised reach at the precise cultural moment when cardiovascular health conversations peak in the United States. According to mediapost.com, the campaign ran across 30-second and 15-second connected-TV executions alongside Meta placements and out-of-home formats, creating a genuinely integrated pressure across the environments where the target demographic spends the most time.
Within the competitive pharmaceutical landscape, Bayer Aspirin operates alongside significant rivals. According to custommarketinsights.com and syndicatemarketresearch.com, competitors in the aspirin and OTC cardiovascular category include Pfizer, Johnson and Johnson, and Novartis. The global aspirin market was estimated at between approximately 2.49 billion and 2.70 billion US dollars in 2025, according to syndicatemarketresearch.com and custommarketinsights.com, with aspirin tablets accounting for approximately 75.3 percent of global aspirin revenue in 2025, equivalent to roughly 1.88 billion US dollars, according to custommarketinsights.com. Against this backdrop, Bayer's decision to invest in emotionally resonant brand storytelling rather than product-feature advertising signals a deliberate repositioning toward lifestyle relevance and cultural salience in the United States market.
See Your Risks is directed by Max Sherman, with executive producer Harland Weiss overseeing production through Oliver, Bayer's in-house production unit operating in the United States, as documented by adsoftheworld.com and nyfhealth.com. The film's central device — real people physically covering their eyes while articulating denial — is both formally controlled and emotionally immediate, demanding precise direction to prevent the metaphor from tipping into condescension. Sherman's execution grounds the concept in recognisable domestic and everyday settings, preserving the authenticity the demographic-specific targeting requires.
Post-production on See Your Risks reflects a considered investment in craft. Editing by Cam Lasovich, with assistant editing by Aidan McGuire, shapes the rhythm of each denial sequence to build cumulative emotional weight rather than resolve quickly toward a product message. Color grading by Patrick Samaniego, with color assistance from Eric Kingsbury, gives the film a clinical restraint that reinforces the healthcare context without aestheticising the subject matter into abstraction. Online and VFX work by Alexa Salsberg, with VFX assistance from Alyssa Schmidt, supports the animation executions cited among the campaign's New York Festivals Health Awards finalist designations. Post-production executive producer Mackenzie Goodwin coordinated these streams, while voice direction by Katie Corbridge and audio engineering by Leo Hicks complete a sound design approach that prioritises spoken denial as the campaign's primary dramatic instrument.
The campaign's multi-format ambition — spanning film, out-of-home, print photography, and animation — demanded that the visual metaphor translate consistently across radically different contexts. According to nyfhealth.com, the campaign received finalist designations across four distinct New York Festivals Health Awards 2025 categories, including Film Technique and Craft in Animation and Visual Effects, and Print Technique and Craft in Photography, confirming that the creative execution was evaluated as technically accomplished across multiple disciplines.
See Your Risks earned multiple finalist designations at the New York Festivals Health Awards 2025. According to nyfhealth.com, the campaign received finalist recognition in four categories: Health and Wellness OTC Health Products in Film and Commercials, Out of Home and Poster, Print Technique and Craft in Photography, and Film Technique and Craft in Animation and Visual Effects. This breadth of recognition across both craft and category tracks signals that the campaign was assessed as competitive at the industry level across its integrated execution, not merely in a single format.
No independently verified viewership, recall, or sales-conversion data for See Your Risks is publicly available at the time of publication. What the campaign's structure does reveal is a coherent effectiveness architecture. The Super Bowl-adjacent media plan, as reported by mediapost.com, ensured mass reach at a high-attention cultural moment. The connected-TV, Meta, out-of-home, and print footprint created repeated exposure across environments, consistent with established reach-and-frequency principles for pharmaceutical brand building in the United States. The decision to lead with emotional denial rather than product claims is strategically aligned with how OTC healthcare brands build salience among consumers who do not yet see themselves as a brand's audience.
Clapboard scores See Your Risks at 63 out of 100. The score reflects a campaign that identifies a genuine human truth — denial as a barrier to health action — and executes it with production craft sufficient to earn industry recognition, while operating within the inherent creative constraints of pharmaceutical advertising in the United States. The campaign's long-term contribution to Bayer Aspirin's brand repositioning will depend on sustained investment in the platform beyond its February 2025 launch window.
See Your Risks is a 2025 integrated healthcare campaign created by Klick Health for Bayer Aspirin in the United States. Launched in February 2025 during American Heart Month, it uses the visual metaphor of people covering their eyes to confront denial about personal heart-disease risk among older millennials and Gen X adults.
Klick Health created See Your Risks as Bayer Aspirin's new agency of record, as reported by mediapost.com. Production was handled by Oliver, Bayer's in-house production unit. The campaign was directed by Max Sherman, with executive producer Harland Weiss overseeing production in the United States.
See Your Risks received four finalist designations at the New York Festivals Health Awards 2025, according to nyfhealth.com. The recognised categories span Film and Commercials, Out of Home and Poster, Print Technique and Craft in Photography, and Film Technique and Craft in Animation and Visual Effects, across the OTC Health Products track.
Bayer Aspirin targeted older millennials and Gen X to expand beyond traditional older aspirin audiences, as reported by mediapost.com and strategyonline.ca. The strategy addresses denial as the primary barrier to heart-health engagement in this demographic, rather than simple lack of awareness about cardiovascular risk in the United States.
See Your Risks ran as a Super Bowl-adjacent integrated campaign across multiple formats. According to mediapost.com, executions included 30-second and 15-second connected-TV spots, Meta placements, out-of-home and poster formats, print photography, and animation-driven visual effects, creating an integrated media presence across the United States in February 2025.
Clapboard scores See Your Risks at 63 out of 100. The score reflects a campaign with a strong strategic foundation in human behavioural insight and multi-format craft recognised at the New York Festivals Health Awards 2025, balanced against the inherent creative constraints of pharmaceutical advertising in the United States.
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