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.