The Irish Heart Foundation needed to appeal to a younger demographic, as all their contributors were getting on in years. However, the young people in Ireland see cardiovascular disease as an older person’s problem, completely unaware that it’s actually Ireland’s number one killer.
We orchestrated a campaign that would thrive on Instagram, by getting the younger demographic to physically show their support. We did this by getting Oscar winning designer, Annie Atkins, to design a temporary “Show Some Heart” tattoo. Asking everyone to wear a temporary tattoo to make permanent change.
To raise awareness of the tattoo, we partnered with two retail partners - Daybreak and Insomnia, partnered with RTE, who rebranded 2FM to Tatt2FM, and convinced some Munster stars to sport a Tattoo for a game. We also created a multidisciplinary campaign which featured a film, print, and a campaign of 14 temporary radio ads.
The campaign got huge traction on Instagram, and one or two even took it a step further, by getting a permanent tattoo.