The creation of “Shine a Light on HEaRt Health” started with the thought behind the "Shine Theory," which is quickly growing in popularity. The Shine Theory, created by Aminatou Sow and Ann Friedman, is the idea that women should mutually support each other’s success, spearheaded by the idea that “I don’t shine if you don’t shine.” With this foundational inspiration in mind, we used the phrase “Shine a Light on” to get the idea across that we wanted to raise awareness of women’s cardiovascular health.
The campaign design involved neon signage elements to go along with the “shine” and “light” messaging. Accompanying this bold type, we incorporated a gradient, glowing background into our creative to further the “shine” idea and help our ads stand out among the typical lifestyle imagery found in healthcare marketing, especially among our competitors.
We subtly highlighted the “her” in “HEaRt Health” in color to cleverly distinguish that we’re focusing on women’s heart health without completely excluding the male population. We used this glowing imagery throughout our landing page and creative to further highlight the key statistics we wanted to bring attention to.