Challenge /
People rely on symptoms to tell them when they should go to the doctor. However, a person can suffer a heart attack without ever having a single symptom. Memorial Medical Center needed to convince people (who probably feel just fine) that they could be at risk for a heart attack.

Key Insight /
Heart attacks are scary because they are unpredictable. They can happen at any moment.

Solution /
Ads are seen when people are doing something else. For example, outdoor boards are seen when people are driving, newspaper ads are seen when people are reading the paper, etc. This campaign used the ad placements themselves to show what it looks like when a heart attack interrupts these moments. The ads illustrated just how unpredictable heart attacks are to encourage people to get a routine check-up.