Execution With regulations prohibiting direct product promotion, we developed a campaign that emotively engaged with the general public on the importance of their hearts. The approach was to use long copy posters placed in areas such as doctor’s surgeries where people had the time and inclination to read and digest. The three posters created a conversation with the general public by talking about the heart – from the heart. Not with the expected purely rational messages but with a more emotional, thought-provoking approach – encouraging them to re-evaluate the importance of their heart beyond a mere functioning organ Results On world heart day and beyond, in over fifty surgeries across South Africa, thousands of patients were exposed to all three posters.