UX, CREATIVE DIRECTION
More women die of cardiovascular disease than the next three most common causes of death combined, including all forms of cancer.
For three years I was the Art Director at Edelman for The American Heart Association, helping develop the Go Red for Women, Choose to Move and Start programs.
Go Red for Women created a national health movement that celebrates the energy, passion and power women have to band together and wipe out heart disease. Women’s real stories have remained at the center of the campaign, providing inspiration for content over the years, including NBC documentaries and an online short film that motivates women to take heart healthy actions.
Since launch, the campaign helped raise awareness levels from 34 percent to 54 percent of women who know that heart disease is their No. 1 killer. More than 1.4 million women have signed up for the cause, committing to better heart health. And hundreds of millions of dollars have been raised to fund heart disease research with the aim to save lives.
A design system and brand guidelines were developed alongside the ongoing work, as well as a component library and delivery system.