RWJBarnabas Health System wanted to generate interest, new leads and patient appointments for their cardiac program. And while their program is excellent, every hospital promotes their cardiac capabilities. The messaging had to stand out but also ladder back to the bigger branding story of the entire RWJBarnabas system, encapsulated by their tagline, “Let’s be healthy together.”
We came up with a message that asks people to get their heart checked not just for themselves, but also for all the people in their lives that love and depend on them. We summed it up with a creative platform: “Your heart doesn’t beat just for you. Get it checked.”
The campaign’s imagery featured people of all races, genders, sexual orientations (even pets) and showcased the strength of relationships from young love, to friendship, to grandparenthood. We cast real people which resulted in genuine emotion.
Outside of traditional television, the spot also ran on social media with great success.