The American Heart Association has launched a new campaign that is an emotional departure from its image as a purely factual and educational resource.
The $4 million campaign, which includes digital, print, television and social media efforts by the Dalton Agency, kicks off today with a new spot for the AHA in Times Square. The AHA is hoping it will help people make a personal connection with the group's volunteers and partners as well as strengthen the brand's public image.
The campaign marks the AHA's first rebranding in 80 years, the agency said.
"We wanted to take a step back and ask why the AHA exists," said Kevyn Faulkenberry, vp and executive creative director at Dalton. "It's to help people live a healthier, longer life. But what does that mean? It's all those moments throughout the day that we take for granted, moments both big and small. That's what led us to [the tagline] 'Life is Why.'"
To help get a dialogue going, the agency has asked people to send in their reason for living with the hashtag #lifeiswhy. The shop also set up a partnership with the photo-editing app Aviary, which will include AHA branding.
As part of the new campaign, the AHA logo has been animated for the first time in the association's history. Public service announcements and an essence video launched this morning, and the agency will have five multicultural spots launching soon.