The Cardiograms of Love
Six relationships, six declarations of love, each drawn as a heartbeat.
The Cardiograms of Love
When someone is close to your heart, you want them in the best health. Sometimes, we even say it.
We noticed a visual idea in how we express that care. Sentences like “You mean the world to me” or “I want you to live a long, healthy life” have a shape to them. Read closely, they trace the same rise and fall as a cardiogram. That's how our World Heart Day campaign idea was born.
We took words of love and care and set them like an ECG, so the sentiment and the science sat in the same shape. The care and concern of parents, partners, children, siblings and friends. Six relationships, six declarations of love, each drawn as a heartbeat.
Under every cardiogram sat the same message. I love you. I want you to get a heart health check-up.
How we brought it to life
We released the six creatives over three days, from 27 to 29 September, two a day, speaking to different relationships. Our hospital entities each premiered a different pair, then shared the others in the lead up to World Heart Day. It gave every page its own moment of discovery.
Our doctors and employees supported the campaign launch too. They shared the campaign the moment it went live and tagged their loved ones. Their social networks carried it further. A WhatsApp burst reached patients and partners directly, and every story carried a link straight to booking a screening.
We also gave readers a prompt to build their own cardiogram message, so everyone could customise their World Heart Day message. The people who love us are often the first to notice when our heart needs help. This campaign just gave them the words.
The campaign creatives
Six relationships, six declarations of love
Each drawn as a heartbeat — the care and concern of parents, partners, children, siblings and friends.
Join the campaign
Dedicate a cardiogram
Type the name of someone you love, and we'll draw it as a heartbeat — spelled exactly as you write it, in English or Arabic.
The people who love us are often the first to notice when our heart needs help.
This campaign just gave them the words.