The aim of the Longer Friendship Day event held at Viru Keskus was to raise men's awareness of the need for health checks and to make health topics easily accessible and socially acceptable. The communication goal was to create a memorable event that would highlight the importance of health checks and achieve wide media coverage. The marketing goal was to increase brand visibility and involve well-known people who would help spread the message. The event had to offer a novel and inclusive format that would create positive emotions in the target group and make men take action.
