This campaign takes advantage of the metaphor of thin ice to convey the threat. A seemingly stable patient with a history of MI (as per the headline and his sedentary body type) is walking on ice unaware of the imminent danger. Unbeknownst to him and his physician, inflammation in his vessel walls is contributing to plaque development and the risk of rupture, and a consequential subsequent cardiovascular event. "Inflammation" is a significant, yet underrecognized risk factor. Thus it is prominent in the image, yet under the ice. The headline "There's more to consider than LDL-C" refers to the misconception that lowering LDL-C is enough to reduce a patient's cardiovascular risk.

The project began in March, 2017 with a workshop to determine tone & manner of the campaign and the development of a scientific message platform. These components informed the creative brief, finalized by April. Several rounds of revisions, based on guidance from experts in the field, were implemented between April and May, yielding concepts for market research testing with representatives of the target audience. Concepts were further refined based on market research findings and the final concept was selected by August of 2017, marking the beginning of the development of the campaign assets. Between August 12 and November 3 a website, medical expert videos, a 3-D animated mechanism of disease video, 10X10 booth including 2-sided 10-foot video wall, touchscreens, and booth leave-behind were developed. The campaign was showcased at the European Society of Cardiology Congress, American Heart Association Scientific Sessions in 2017, and the American College of Cardiology Expo, 2018.

The placement of the campaign amongst these three central congresses provided exposure and engagement opportunities with over 51,000 cardiology healthcare professionals, globally. Physicians who visited the booths were complementary of the commitment to raising awareness of the role of the important role inflammation plays in the progression of atherosclerosis and recurrent cardiovascular events. The campaign has caught the attention of healthcare practitioners and media outlets worldwide and brought to the forefront the importance of the role in considering inflammation in their post-MI patients. Base levels of awareness were measured pre-campaign deployment and a subsequent measurement was obtained after the ACC in March, 2018. The results of the survey demonstrated that subsequent to the campaign launch, a significantly greater number of cardiologists reported that reducing inflammation is considered extremely/very important for reducing the risk of heart attacks/strokes and that hsCRP level is extremely/very important when making treatment decisions for post-MI patients.