NHS wanted more people to check their blood pressure. We turned the 'silent killer' into a mystery even the greatest detectives couldn't solve.

High blood pressure hides in plain sight. No warning signs. No obvious symptoms. No clues.

To encourage more over-50s to get checked, we borrowed from the language of Britain's favourite detective dramas and true-crime shows. By positioning high blood pressure as the ultimate unsolved case, we transformed a routine health check into a mystery worth investigating, driving 117,546 additional visits for blood pressure checks.