The American Heart Association came to us looking to increase awareness among millennials who were not yet thinking about long-term health and didn’t see AHA’s message as relevant to them. The voice of the brand was primarily disease-focused and alarmist. To make a connection with optimistic millennials, we decided to focus less on the watch outs and no-nos, and more on the achievable (and even fun) doses of health information.
Liberation Idea: Less Don’t. More Do.
Our first campaign helped AHA make the shift from “heart health” to total body health, with this vibrant and positive campaign that promoted adding color to your life.
Stress has a direct impact on heart health, so we created the Scream Booth. The soundproof enclosure housed an interactive digital assistant that would prompt you to really ‘let it out.’ We activated the Scream Booth on the street, toured it at tradeshows and created an online version for anytime stress relief.
After the success of +Color, we saw an opportunity for a more integrated healthy living platform. That led us to develop “Healthy for Good” which straddles multiple initiatives including ‘Move More’ (fitness), ‘Be Well’ (mental and spiritual well-being), and ‘Eat Smart’ (healthy eating).
