Less Than Three Degrees
Henry Ford Health
We’re all less than three degrees of separation from someone who suffers with cardiovascular issues.
People tend to underestimate the urgency of cardiovascular issues, keeping them from getting ahead of their heart health. So Henry Ford is creating a movement to spread the word about how close to home cardiovascular issues actually are.
Reflecting on the Truth
We are bringing “I AM <3” messaging into Henry Ford Health facility bathrooms, allowing visitors to see themselves reflected in this urgent statistic, along with everyone else around them.
Hidden Hearts
Utilizing the statistic narrative, we will be targeting curious individuals to take the quiz by placing QR codes in high traffic areas, allowing them to feel empowered for finding and interacting with the hidden, atypical pieces .
Wrapped Up in Blue
After targeting folks at the individual level, we are bringing our messaging tactics to a larger crowd. Bus and train wraps will make use of the “I am <3” messaging framework, while strategically color-coordinated seats inside the public transportation vehicles will really bring the message home and make consumers think about how closely this information resonates.
Walk and Talk
As a major sponsor for the AHA Heart Walk and a participant in community events, we are revamping the Henry Ford popup tent to include “I Am <3” messaging at the forefront, including the QR code to the Heart Smart Quiz. We will be passing out buttons and stickers and a third of the swag will be a different color to highlight the proximity of this messaging.
Wear Your Heart on Your Profile
Quiz-takers can bear the <3 icon as a badge of honor in their profile frame on LinkedIn or Facebook, as a header image on Facebook, or as a story or post shared with their Instagram followers.
Ford Field Stadium Takeover
We take it to the next level by leveraging our Lions partnership and taking over Ford Field. Our strategically colored seats and <3 stickers will make our brand messaging so much more impactful in the context of a 65,000 seat stadium. We will utilize the Jumbotron and river monitors (perimeter LED displays) to navigate the crowd’s attention to the QR codes between plays.
