There’s one disease that kills more New York women than any other, and it's not what you might guess: heart disease. In fact, even many doctors don't know this, or look for the signs of heart disease in the ER. So, the American Heart Association wanted to help women fight back. Unfortunately, that same lack of awareness meant women – particularly women of color – weren't getting the message. So, we harnessed the beat of New York to create a heart disease awareness campaign that felt real – and right at home in the city. 

First, we captured the rhythm of actual NYC women’s heartbeats at a live event in Washington Square Park. We used it to form the backbone of a musical track. Then, we partnered with local artists – including famous New York graffiti artists, and an award-winning spoken-word poet – to create a series of videos that tell real cardiovascular disease (CVD) survivors’ stories… all driven by the sound of real New York women’s unique heartbeats.

The result: A campaign that reached over 400,000 followers and countless NYC women with a rhythm that was uniquely New York – and encouraged them to fight their #1 killer.