Goal

Dev

Solution

Cardiology clinic: General Campaign

We have so many goals; so many desires. We work long hours, investing in our families and careers. This campaign recognizes that good health is a critical part of these efforts: to achieve our dreams, we must invest our whole selves — body, mind, and spirit. It's also a gentle reminder that our plans can be derailed by poor health. Heart disease is the single largest cause of death and a significant cause of disability. Preventive medicine reduces these risks, improving both the quality and quantity of life and enabling us to pursue our dreams. 

The slogan is flexible, and can accommodate a range of terms. Your "whole life" needs your whole heart, but so do your dreams and your goals. The slogan is also the organization's URL, increasing campaign memorability. (The website can be found at yourwholeheart.com.)

This campaign describes the need for preventive cardiology, integrating life and love into our pursuits and passions. It appeals to adults of every age (half of women and two-thirds of men with heart disease are under 65). The founder is accredited in women's health, so the campaign makes a more deliberate appeal to women, who are more likely to misunderstand their symptoms or to believe that heart disease is a "man's problem."  

Cardiology Campaign: Specific Audience

The clinic is creating programs to meet the needs of specific audiences: mothers, business owners, and men under 65. Heart disease can take decades to manifest into a cardiac event (heart attack or stroke) so reaching these audiences is the first step in encouraging prevention. To appeal to these groups, the slogan can be altered.

"Your family loves your whole heart" speaks to mothers and fathers, who clearly understand the need to invest their full selves into these roles.

"Your business needs your whole heart" speaks to business owners who have already invested themselves into the practice of entrepreneurship. They may also be inspired to enroll employees in the clinic's programs — for most small business owners, illness or disability in a key employee can have a profound effect on the bottom line.

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