LIFE IS WHY

Better heart and brain health is the American Heart Association’s mission. They came to us with a desire to create a TV campaign promoting their Life is Why movement that encouraged viewers to join in. But their primary concern was the cost of such a campaign.

We solved for this by presenting a sponsor-wide opportunity to build stronger, healthier communities on a local level. Rather than create a campaign just for the brand, we’d create a campaign for all to use.

We brought our client’s nation-wide network of local healthcare and corporate sponsors into the fold to determine whether or not the campaign would be useful to them in their communities. Overwhelmingly, the answer was “yes.” They were starving for content - broadcast, digital and social - that they could use without having to produce it themselves.

With that, we began to bring the movement to life in communities across the U.S., creating an omni-channel video marketing campaign, purpose-built for local use by any sponsor partner.

It was important to us the campaign make a strong connection between sponsors and their efforts to improve health in their communities. We did this by building each of the campaign’s four spots to accommodate sponsor URLs, logos, and a call to action that drove viewers to sponsor websites where they could access additional tools and resources for living a healthier life.

In the end, the campaign ended up spanning TV, social, web and display.

Concept, Campaign Strategy & Development, Copywriter, Creative Director, Director

Agency: REP Digital