Thinking
We don't take things to...heart...until they are real to us. We are told to be more healthy so much, all the time, that importance of the message has become muted to the masses and nearly passe. Additionally, being healthy is now more subconsciously associated with the aesthetics of someone looking fit and healthy, and the focus of taking care of your one and only body within has been lost.
I want people to walk away and into life with a sense of, "I'm not going to eat that greasy burger because I care about my heart", rather than, "I'm not going to eat that greasy burger because I don't want to look fat."
Execution
I wanted to target people who were already paying attention to something and being moved, so I chose Pandora. I wanted to create an ad experience that got their attention, not that was loud and annoying like most audio ads — this is a personal and serious matter. Then, I wanted to give them something they could relate to and change their perspective about that familiar thing, but putting it in a new light.
The Experience
The accompanying audio for this ad is two heart beats, one after the other. The first is a healthy normal sounding heart. The second is a fast-paced heart of an obese person.
For the mobile devices: When you click on "Listen Now" you are taken to an app or mobile web experience that lets you listen to your heart by putting your phone to your heart or pulse, have it be recorded, saved, and then played back to you. You also have the option to share the heartbeat with others.
For the laptop: When you click on "Listen Now" you can listen to the shared heartbeats and learn how to add your own on mobile.
