Guidance & Strategy

Creative Concepts

Multi-channel Campaigns

Data Analysis & Reporting

Content Production

Atherosclerosis is the cause of most cardiovascular diseases and is the leading cause of death in the world according to the World Health Organization. Frightening figures: 15 million deaths per year worldwide and 750,000 people affected in Belgium.

Atherosclerosis is a disease characterized by the deposition of lipids, called atheroma plaques, on the walls of the arteries. These plaques will either gradually clog the artery and cause a poor supply of blood (oxygen and nutrients) to the heart during exercise, or break and release their contents in the light of the vessel which will lead to the formation of a clot and block the artery in a brutal way leading to the death of the cells (myocardial infarction, stroke, etc.).

The formation of atherosclerosis plaque can be caused by genetic predispositions, metabolic syndrome (which includes overweight, obesity and diabetes), poor eating habits, lack of physical activity, or a stressful environment.

In some cases, atherosclerosis does not cause any symptoms until it is advanced enough to block an important blood vessel. This is why atherosclerosis is often referred to as a «silent killer».

In collaboration with the Belgian Cardiological League, we have carried out a new awareness campaign to inform Belgians about the causes, symptoms and treatments of this disease. This campaign was intended to be strong given the seriousness of the subject. We worked under this theme of the silent killer with: 

  • preparation of serial killer letters to victims
  • a brochure composed like the board of a detective looking for the serial killer
  • victim testimonies interviewed in a newscast atmosphere

The campaign runs throughout June on the League’s social networks, on the website (, on JC Decaux DOOH, via posters and brochures in hospitals and medical centers, and on YouTube with a video telling the story of 2 people with the disease – Sigurd and Carla. 


Ligue Cardiologique Belge

Rik Vanhoof 

Justine Vermeulen

Account director
Joëlle Belangé

Strategic planner
Damien Walckiers

Emma Decock 

Delfina Veron Chavanne
Zoé Quertigniez

Graphic designers
Zoé Quertigniez 

Johan Van Ransbeek

Digital campaign manager
& Data analyst

Rik Peetermans

Production house
Videos: Echo Echo