BeautifulBeast, an award-winning cross-cultural advertising agency, has been honored at the 2024 Ad Age Small Agency Awards for its groundbreaking Cardiac Risk Index campaign. This recognition highlights the agency’s commitment to creating campaigns that not only resonate emotionally but also drive meaningful change.
A Campaign That Literally Touches the Heart
Many ad campaigns aim to tug at the heartstrings, but BeautifulBeast’s recent campaign for the Argentine Heart Foundation (Fundación Cardiológica Argentina) takes this mission to a new level. The agency developed the Cardiac Risk Index, an innovative algorithm that assesses a person’s risk of heart attack based on their exposure to daily news. This tool has already made a significant impact on heart health awareness in Argentina.
Collaboration for Health Impact
Created in partnership with Maimónides University, the Cardiac Risk Index campaign aims to raise awareness about heart health and encourage preventive measures against heart disease. The idea was born from the foundation’s observation that Argentina’s stressful news environment, including economic uncertainty and political tension, was contributing to increased anxiety and heart health risks among consumers.
Transformative Results
The campaign’s impact has been profound. Media outlets across Argentina have adopted the index to regularly educate the public about heart risks. According to BeautifulBeast, the campaign has led to a more than 20% increase in consultations with cardiologists. Additionally, it has generated $40 million in earned media and resulted in a 35% spike in Google searches for the term “heart attack.”
Ana Salvati, President of the Fundación Cardiológica Argentina, praised the campaign, stating, “The Cardiac Risk Index transcended a mere campaign, becoming a lasting tool for heart health awareness. Understanding this data marks the crucial initial step toward preventing heart attacks and cardiac diseases.”
Industry Recognition
The recognition at the Ad Age Small Agency Awards underscores the agency’s innovative spirit and its ability to create campaigns that deliver tangible health benefits. This accolade reinforces its position as a leader in leveraging creativity and technology to address real-world issues.
Watch the Cardiac Risk Index video case study here.
