The target audience selected for "Vitality" was adults aged 25-44, with 9 to 13 years of education as they were at increased risk of developing cancer, heart disease and diabetes, yet existing public awareness and prevention programs had not been successful in changing their behaviour.
Le public cible choisi pour cette campagne était les adultes âgés de 25 à 44 ans ayant entre 9 et 13 années de scolarité, car ceux-ci présentaient un risque plus élevé de contracter le cancer, des maladies cardiaques ou le diabète.