FCC is a small, independent foundation whose goal is to raise funds and spread awareness about Congenital Heart Disease (CHD).

The paradox lies in the fact that while the foundation is modest in size and financial backing, CHDs are among the most common birth defects.

February 14th is the International CHD Awareness Day, but it’s also Valentine's Day and therefore the perfect opportunity to spread awareness about CHDs.

The heart shape is the universal symbol of love and has become the “official” Valentine's day symbol. To highlight the calendar connection of this day of love and the International CHD Awareness Day, we decided to deform and reshape the heart symbol.

500 boxes of chocolates with uneven, warped shapes were produced and distributed in shopping malls, bakeries and chocolate shops around France.

The boxes were found in targeted retailers, both big and small, in order to reach all types of Valentines. The adjoining leaflet encouraged donations and raised awareness about CHD.

The particular shape of the boxes, in the context of this very special day, made a direct impact on the consumer. The visual disruption caused by the box raised a simple question: "Why?" leading to raised awareness about the foundation's work, and more specifically, about CHD.

With this simple equation, the French media picked up the heart boxes in a heartbeat, giving them ample coverage (300K Euros of earned media), and the foundation's website traffic increased by a heart-racing 400%