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RWJBarnabas Health System

Your Heart Doesn't Beat Just For You

The best way to prevent heart attacks is to get tested for heart disease. So how do we convince more people to do that?

Research showed us that scientific jargon and scare tactics were ineffective at motivating people to change their behavior, so we pursued an emotional approach instead. We developed a creative platform asking people to make a change not just for themselves, but for the ones who love and depend on them: “Your heart doesn’t beat just for you. Get it checked.”

Not only did we cast real people, we cast real couples, real friends, real family members to capture the authenticity on camera. Running on television and social media, the campaign represented a more human approach to medicine while tying into RWJBH’s bigger campaign theme of “Let’s be healthy together.”

Outside of broadcast, the spot also ran on social media with great success.

Daily Leads
Daily Leads
+12%
Action Rate
Action Rate
80%
Cost Per Lead
Cost Per Lead
-$128
CTR
CTR
+41%

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