Enter Keep It Pumping MENA (KIP), a MENA-wide digital campaign. Our strategy was to make a real social impact through educating the public on preventing and identifying HF and supporting HF patients/carers.

We launched KIP social media channels with year-round edutainment content, a website, symptoms calculator and a disruptive video.

Symptoms calculator: To help combat the lack of understanding of HF symptoms, an easy-to-use symptoms calculator was developed and housed on the website. People inputted basic personal information and discovered if they're at risk and needed to visit the doctor.

Disruptive hero video: to heighten people’s sense of urgency and get them to make better lifestyle changes we confronted people with the shocking MENA HF statistics, which flashed on public bathroom mirrors, forcing them to look at them and themselves closely. Reactions were filmed along with post-stunt interviews to capture what they felt as reality set in.