Heart disease is Ireland’s number-one killer, with one in three deaths coming from heart attacks and other heart-related issues. But heart disease isn’t seen as a pressing issue by young people, reflected in the drop-off in donations among that age group.
What the Irish Heart Foundation needed was a way to communicate the message to young people that heart disease affects everyone, even them.
We created an integrated campaign across social media that we called #showsomeheart. Come Valentine’s Day, images of hearts reach saturation point, with the image itself becoming virtually meaningless. It seemed like an opportune time to bring meaning back into the image, by giving young people a way to physically show their support in the fight against heart disease.
