Chairs are dangerous, and sitting on them for too long puts your heart at risk. However, unlike other dangerous items like cigarettes, nobody is aware of this fact. So people continue to sit down all day unaware of the consequences.
Change how people look at chairs forever, and make people instantly aware of their danger. We did this by borrowing from a look and feel that people already recognize as a treat - hazard, warning and danger signs. Through print, activation and social, we positioned chairs as something dangerous, that should be avoided.