It comes as no surprise that AHA has high awareness by heart attack survivors, their families, and caregivers. We were challenged to build awareness with millennial moms who have great influence over healthcare and purchase decisions for their immediate and extended family.
Our strategy was to connect with them on an emotional level and then build a brand relationship with them by providing moms with meaningful resources and heartfelt inspiration.
This campaigned laddered up to the overall Life is Why brand by again reinforcing that we all have reasons to live a longer, healthier life. In this case, our children, spouses and partners.