Johnson City Heart
Middle-aged men in rural Appalachian regions face higher heart-disease risk — and are far less likely to seek preventative care.
Client: Mountain States Health Alliance
Agency Partner: BSG
We reframed heart health using a language men already trust: maintenance.
By drawing a direct parallel between heart care and the machines men cherish, the campaign positioned checkups as routine tune-ups — not weakness.
The work featured rugged, mechanical imagery and a restrained message:
You take care of everything, Except you.
Results included:
A+28% increase in appointment inquiries
+34% lift in website traffic among men ages 45–64
Strong recall and anecdotal reports of first-time cardiac checkups
My role: Concept, visual strategy, art direction, and executions across AI prompt engineering, editing, print, digital, and environmental media.
