The idea was to use entertainment as a way to educate and ultimately empower a disengaged and ambivalent audience.

Since our target was aware of their condition, but avoided doing anything about it, we knew traditional advertising messaging would fall on deaf ears. An entertainment vehicle allowed us to shine a light on their situation without making them feel ignorant or threatened.

Heart Felt told the story of 11 different people across 3 continents. Patients, caregivers, advocates and policymakers - the famous and the ordinary - all connected by an insidious disease. We knew our target would see themselves in one or more of these powerful, uplifting, and sometimes heartbreaking stories.

And once they were willing to listen, we would provide an accessible way for them to change their behavior and their habits via a comprehensive content distribution platform and personalized CRM program.

• Implementation:

First, we made a film that our audience would find entertaining and informative. Heart Felt, a feature-length documentary film by Academy Award winning documentarian Cynthia Wade, provided just the right balance of authenticity, believability, and indisputable facts. Patients and caregivers could see themselves in the various stories. Once they were paying attention, takedowncholesterol.com provided helpful and informative articles and whitepapers, as well as a library of more than 30 short-form videos designed to help people slowly re-engage with their heart health, and a personalized behavior-modification program for those ready to take a more serious step.

Timeline:

Takedowncholesterol.com went live in April 2015. Movie trailers, behind-the-scenes videos, and heart health content quickly followed. Heart Felt debuted in June 2015. A new short-form film was added to the website and YouTube every 2-3 weeks from July through December along with corresponding emails.

Placement

In-theater and online

Scale:

Global

See “Confidential Information” section