CULPRITS OF HEART DISEASE. The creative challenge was to communicate a lot - in a limited space. These banners had to address some of the risk factors that contribute to heart disease in a positive way. They also had to convey that there are simple ways to reduce the risk of heart disease. Finally, they required a clear call to action in order to drive online registration for Your Everyday Guide to HeartSmart(TM) Living. TARGET AUDIENCE: Health conscious adults (40 and older) who are concerned about their or their loved ones' heart health and want to better inform themselves about important issues that could affect their long term health. Those that are aware of the risk factors are looking for simple, easy to follow ways to live a more heart healthy lifestyle, especially through diet. The majority of the target audience doesn't realise the extent to which they are susceptible to heart disease.