American Heart Association: 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.

We solved for this by presenting a sponsor-wide opportunity to build stronger, healthier communities on a local level. We brought our client’s nation-wide network of local healthcare and corporate sponsors into the fold to determine whether or not a campaign would be useful in their communities. Overwhelmingly, the answer was “yes.” They were starving for content - broadcast, social and digital - 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 establish 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 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