SURVIVORS.

IAC Award Winner, Best Website, 2020
MM&M, Multichannel Campaign,
Finalist, 2020
Telly Awards, Pharmaceuticals,
Bronze, 2019

Being a heart attack survivor puts patients in a club they never expected or wanted to be a part of. But this shocking event bonds them through an experience only they share.

The two-part campaign features fitness trainer and “Biggest Loser” host Bob Harper, a fellow heart attack survivor. It included a branded portion, “We Are Survivors”, providing education around treatment to prevent another heart attack and an accompanying unbranded campaign “Survivors Have Heart,” focusing on creating the community needed to move forward after a heart attack.

The campaign’s synergy helped patients take action while simultaneously finding comfort, strength, and meaning in survivorship as they reset and redefine life after a heart attack.

Website Refresh

After discharge, heart attack patients feel completely overwhelmed and unsure of what to do next.

In addition to TV and digital placements it was important to make sure our site (where we were ultimately driving our patients to) embodied the same message both in design and information.

The goal was to declutter the site’s UX to deliver the important information in a clear, straightforward and patient-friendly way. The site’s language and tone carries through our main idea of reframing victimhood into survivorship.

Although not in our original scope, our team strategically went into production planning with social in mind. We wrote and shot mini social-first soundbites, mantras, and content snippets that we knew we’d be able to repurpose in short form videos across all our media channels without compromising the intended story.

FOSTERING COMMUNITY
FOR SURVIVORS

Survivors Have Heart, the accompanying campaign was a successful community building effort that allowed heart attack survivors and their loved ones to connect with each other in person at nationwide events hosted by Bob Harper and digitally through a central Facebook Group sponsored by AstraZeneca.

Client
AstraZeneca / Brilinta

Agency
P&P

Year
2019

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