To raise awareness of cardiovascular risk factors, The Crew and Novartis put a playful spin on dating culture. A bold, digital campaign that uses humour to turn serious health risks into red flags you simply shouldn’t ignore.
Novartis
Ghost your ex,
not your heart
Client
Novartis
Thematic
Services
Creative Concept, Guidance & Strategy, Digital Campaign, Social Media, Multi-channel Campaign
Crew
Iliana Couvez, Zoé Quertigniez, Juliette Pedron, Johan Van Ransbeek, Gabrielle Marsan, Ingrid Bedoyan, Jan Denys
Project description
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Ghosting, red flags, toxic relationships… We’re pretty good at spotting the warning signs in love. But what about the ones coming from our own hearts?
For Novartis, The Crew created ‘Ghost your ex, not your heart’, a digital awareness campaign that borrows the language of modern dating to make atherosclerotic cardiovascular disease a little less intimidating and a lot more relatable.
High cholesterol, high blood pressure, diabetes or the genetic risk factor Lp(a): these are red flags you definitely shouldn’t swipe past.
To bring them to life, The Crew created a cast of hearts, each with a personality of its own. A bold, colourful universe rolled out across social visuals, stories and animations, making cardiovascular health awareness more accessible and engaging.
Because ghosting your ex is one thing. Ghosting your heart? Not an option.
