THE CHALLENGE
The American Heart Association needed to create a campaign for their Go Red for Women initiative, aimed at raising awareness of the often-overlooked risks of heart disease among women. The challenge was to break through complacency and spark real attention in a space dominated by clinical messaging and statistics.
 
THE STRATEGY
Working in partnership with creative legend Ken Kragen, I developed an impactful campaign designed to connect on a human level rather than rely on fear-based tactics or data. The approach centered on raw, gritty storytelling that presented the issue to a broader audience.
 
MY ROLE
I led creative direction and directed the campaign, collaborating closely with Kragen and the AHA team to ensure the work balanced emotional truth with strategic clarity. The focus was on creating a piece of work that would move people to act, not just inform them.
 
THE IMPACT
The campaign drove a 50%+ increase in recognition of heart disease risk among women and significantly strengthened the movement's cultural presence, proving that creative work grounded in sincerity and emotion can change behavior and save lives.