It’s just human nature. We all know heart attacks are dangerous, yet few of us take steps to understand or prevent heart disease. So to drive volume to Ellis Medicine’s cardiac care program, we spoke to our natural tendencies to deny, avoid and put off protecting our health. This playful, thought-provoking campaign hit the mark: generating a 794% increase in traffic to the cardiac landing page, with a 100% increase in new visitors. The campaign also won Gold for Best Television (200-500 beds), and Silver in the Overall Best Television category at the 2015 Hospital Marketing National.