Sudden cardiac arrest claims the life of a student athlete every 3 days in the United States, yet no family ever thinks it will happen to them.
Warning signs go unrecognized. Children continue to die on the field. It was time to wake up Philadelphia parents and drive them to action. Simon’s Heart, a Philadelphia-based nonprofit organization, was on a mission and they needed a partner who wasn't afraid to show people the truth.
The Protect Your Heart campaign featured a scene no parent ever wants to see—an athletic setting marked with a headstone of a student athlete. The immersive campaign unified traditional, social, and grassroots efforts to reach millions of parents, coaches, and students and encourage registration at a free heart screening event.
A 3-month run in Philadelphia magazine included print ads and an advertorial spread featuring interviews with teenage survivors of sudden cardiac arrest. The campaign reached a monthly average of 2.35 million readers and exceeded industry benchmarks for print and digital.
Prestitial ads, geotargeted banner ads, and a custom content blog drove phillymag.com traffic to a redesigned Simon’s Heart landing page for quick and seamless screening registration.
We partnered with a local social influencer to evangelize the vision of Simon’s Heart and reach followers in her parent-based audience. A robust social media campaign expanded the organization’s online landscape and drove engagement for awareness and registration. We also worked closely with the local school district that was hosting the screening. Dudnyk employees hit the stands at the high school’s Homecoming game and initiated meaningful conversations using updated tabletop panels, flyers, and on-the-spot registration.
Our company was so inspired by the cause that we held an internal fundraiser to purchase Automatic External Defibrillators (AEDs) for a local daycare and youth sports facility to make sure more kids had access to life-saving care.
It's been amazing for employees to get involved with this local charity and do good for their community.
In the end, more than 200 teens registered for the screening event. Dudnyk employees provided hands-on support throughout the day. The Protect Your Heart campaign reached its goal of raising awareness, driving full registration capacity, and potentially saving lives: 2 teens were found to have possible underlying conditions that could result in sudden cardiac arrest.
Simon’s Heart was formed after 3-month-old Simon died in his sleep and his mother learned of his diagnosis of a genetic heart condition that had previously been undetected.View Awards
The impact of the campaign reached beyond the target audience. Its solemn message captured the attention of the industry and resulted in recognition and multiple awards.
Unique landing page visitors over 3 months
Visits to Simon’s Heart site increased