Physicians treating heart failure make treatment decisions based on the health of the patient in front of them, often reserving more effective treatments for patients who are more symptomatic. What they are overlooking is that every heart failure patient they see has the same risk of having a sudden catastrophic event, even if they appear perfectly healthy.

Entresto can reduce the risk of sudden cardiovascular death by 20%. But two years after launch, cardiologists were still leaving this life-saving drug in reserve. It was going to take a bold campaign to shake cardiologists out of their apathy and shock them into action.

Our print campaign features portraits of patients shot as though sat across from their cardiologist. Their faces have been obscured, to illustrate the sad fact that cardiologists often can’t remember their face when their name comes through on the list of deceased.

The art direction is deliberately disruptive; angled strips in stark yellow block out the patient’s face and offer up words from the patient’s standpoint instead. The old-fashioned typewriter font with an added layer of distress is a nod towards the way doctors used to type up their notes. The intimate portraits contrasted with this strong graphic device created a cut-through and memorable campaign.