When it comes to saving a life, winning matters

Situation

Student athletes practice daily, compete non-stop, and play hard. So, it’s shocking to think that the #1 killer of teenage athletes is sudden cardiac arrest.
To raise awareness about this life-ending event, we needed to take a time out to help shift behaviors in students, parents, and coaches.

 

 

 

 

 

Solution

To create something that would grab our audience’s attention, we developed a campaign featuring headstones in traditional athletic settings, with a twist on a familiar saying, to break through in a world of distractions.
The multichannel campaign included print, banner ads, a microsite, display materials, social media efforts, and partnerships with non-profit organizations and local influencers. We also activated local schools and coaches to raise awareness about sudden cardiac arrest in teenage athletes and motivate parents to seek a heart screening for their children.

 

 

Success

The campaign reached countless students through a multichannel plan, and through a top publication in one market, delivered awareness reaching 1.9 million people over the course of two months. While a custom blog post program exceeded all benchmarks for awareness and engagement levels at >92%.
Most importantly, the results were lifesaving, with over 200 teens registered for the heart screening event, including two who were found to have underlying heart conditions. This client is now able to leverage the effort and repackage it across other markets.