The Heart & Stroke Foundation looking to make an emotional connection to audiences by showcasing the real-world effects of its lifesaving research.
In partnership with Sid Lee, the latest creative is a bait-and-switch that follows pediatric cardiologist Dr. Lori West as she sits down for what she thinks is a routine news interview only to be greeted by patients whose lives have been saved by her pioneering work.
“It’s not easy to capture just how profoundly researchers and their discoveries change lives, not in abstract terms, but in ways that touch families and futures,” says Stephanie Cox, VP of marketing strategy and creative services at Heart & Stroke. “This campaign brings that to life. It puts a human face on the breakthroughs.”
Cox tells strategy that the storytelling is driven by the breakthrough work of researchers and the human lives touched by their efforts, with the goal of reaching new audiences and attracting new donors.
The creative approach is an evolution of the non-profit’s “Beats” campaign, which launched in 2020. The work used impactful visuals including patients’ surgical scars to showcase the experiences, resilience and fighting spirit of those that have dealt with heart disease and stroke.
Tactically, Heart & Stroke is leveraging new video platforms on Amazon, Netflix and in Cineplex theatres and new PR placements through Globe & Mail advertorials and an appearance by Dr. West on CTV programs Your Morning and The Social. UM Canada is behind the buy.
“We put the same weight in media this year as we did last year,” Cox says.
For the social-activation component, Heart & Stroke and Sid Lee leveraged user-generated content featuring real images from people whose lives were saved thanks to the foundation.
Families shared authentic moments, like dance recitals, golf games and quality time with loved ones to capture the joy of life after getting a second chance.
Last year, the foundation did a deeper dive into women’s heart and brain health with a large-scale awareness campaign.
