Award-Winning Creative for the American Heart Association

This dramatic (and highly unconventional) logo appeals directly to our target market – who made it clear in focus groups that they don't want to "sugar coat" the life-and-death nature of the subject matter. The arresting image is proving highly effective, thought-provoking and emblematic across all mediums: online, print, outdoor, apparel and incentives.

Our digital division designed and programmed an engaging and teen-friendly website – including original games, quizzes, music, videos and prizes – that teaches visitors how to administer CPR and use an AED.
      The site also features 100-bpm songs to reinforce the rhythm of CPR, customizable avatars and a social-networking component that encourages registrants to stay connected and get more involved.
      A special portal for teachers and school administrators offers information and free tools to implement Sudden Cardiac Arrest learning programs in schools.

Engaging targets where they socialize, Weston/Mason launched a multi-pronged social networking campaign to engage in dialogue with teens and virally promote the website. Ongoing Twitter, YouTube, Facebook and MySpace communication expand the movement — which is turning teens into "Heart Heroes."

The proposed guerilla-marketing campaign incorporates Be the Beat's arresting graphics and compelling call-to-action in bus wraps, wild postings and building sides.