2018 Triangle American Heart Association Go Red For Women – Survivor Video and Luncheon Event Branding

Overview

In the U.S., cardiovascular diseases kill approximately one woman every 80 seconds. The good news is that 80 percent of cardiac events may be prevented with education and lifestyle changes. The American Heart Association (AHA), founded in 1924, is the nation’s oldest and largest voluntary organization dedicated to fighting heart disease and stroke. To dispel the myths and raise awareness of heart disease and stroke as the number one killer of women, AHA created Go Red For Women, a passionate, emotional, social initiative to empower women to take charge of their heart health.

Challenge

The Triangle (Raleigh/Durham/Chapel Hill) Chapter of the American Heart Association asked us to produce a 2018 survivor story video for their Go Red For Women campaign. This project would build on the impact made by the award-winning 2017 survivor story video we produced for their fundraising and awareness efforts.

The 2018 video needed to capture the story of Shanelle, a 36-year-old mom and heart attack survivor, in a way that would resonate with the Triangle’s top business executives attending the AHA’s 11th Annual Triangle Go Red For Women Luncheon. By showing how AHA services help save lives and help survivors like Shanelle live their best life, the video would help raise awareness and donations for more research and swifter action for women’s heart health.

Additionally, the AHA Triangle Chapter needed a creative agency to design and produce the entire graphics package for the Triangle Go Red For Women Luncheon, with consistent branding across all their print and digital communications supporting the event.

Solution

Survivor video:
This challenge strikes close to home for us, as members of Team Lightspeed have lost family members to heart disease. We were proud to partner with the AHA and the team at Drawbridge Media for the second consecutive year to plan, produce, direct, and film the survivor video – from initial concept planning to final editing, and everything in between.

What began as a normal Saturday morning walk for Shanelle ended in a helicopter ride to save her life at just 35 years old. Thanks to her inviting us into her life for a personal interview, we were able to capture the drama, determination, and emotionally charged details of Shanelle’s story. All in a video under five minutes long.

We used the latest in video technology to bring Shanelle’s story to life. This year we shot on two Red Epic-W cameras, an upgrade from the regular Red Epics we used last year. To give the footage a cinematic feel, we alternated between 24fps and 48fps and alternated our resolution between 6K and 8K.

We also used a DJI Mavic Pro drone, which shoots in 4K, to give a bird’s-eye-view of Shanelle’s walks and runs that are part of her healthy living habits. Since her cardiac rehabilitation, she has gone on to run 5K races and is looking forward to running her first half marathon!

Creative branding:
For the branding needs in support of the Triangle Go Red For Women Luncheon, we designed a consistent look-and-feel for the event’s print and digital communications, including the Save the Date, invitation, program book, and event signage.

We also coordinated with multiple printing vendors who donated their time and materials to the cause, and we provided reference guidelines for ongoing use of the branding elements.

All creative elements conveyed the theme of “Let’s Unite!” Let’s unite to create more stories of hope and inspiration like Shanelle’s.

Let’s unite to support the AHA’s mission to build healthier lives, free of cardiovascular diseases and stroke.

The team at Lightspeed set an incredibly high bar with the Triangle Go Red For Women survivor video they produced last year. Could they repeat their success this year? Yes, and then some! The 2018 survivor video went beyond our expectations, striking a careful balance of the heartbreak, hope, and heroism our survivors experience in their lives. We also could count on the Lightspeed team to deliver an amazing branding package for our 2018 Triangle Go Red For Women Luncheon. They make it easy to work with them, so we can focus on our vital services for women’s heart health.”

Triangle Go Red For Women


Related:

2017 American Heart Association – Triangle Go Red Survivor Video

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