MY HEART, YOUR HEART
WORLD HEART FEDERATION
For World Heart Day, the brief was to raise awareness of cardiovascular disease — the leading cause of death globally — and drive preventive action.
The campaign needed to speak broadly: from individuals and families to healthcare professionals, and advocates. Heart health is personal, but it’s also systemic. The message had to hold both.
We built the campaign around a behavioural insight: a commitment becomes more powerful when it’s made public.
We translated this commitment into a universal hand gesture and a simple graphic shorthand: < ♥ >. A simple and shareable symbol designed to work across cultures, professions and platforms, from social media to any other communication asset.
To drive participation, we developed a digital tool enabling individuals and organisations to create and share their own Heart Promise, turning intention into visible commitment.
RESULTS
– World Heart Day was a trending topic worldwide for 15 hours in 28 countries.
– 1.4bn people reached.
– +242% followers on social media.
– 30,000 mentions.
– More than 6 million video views with an average YT view of 88% of the video.
AWARDS
World Independent Advertising Awards (WINA) Gold “Better World” / Sabre Awards EMEA “Global Programme” finalist / SaludFestival “Best performance in an international campaign” / International & European Association Awards “Best Association Video”
Agency – apple tree
Role – Creative & Art Director + Copywriter
Copywriter – Ben Akers
Video production – La Visual
