HEARTMATES
Client
Abbott
A community for cardiac survivors that hit 5x its enrollment target. Then got adapted into a Hallmark Channel movie.
As a Creative Director at Abbott, I've had the chance to work on something truly special: a program focused entirely on helping a community. It’s been a privilege to get inspired by the incredible stories of people like Damar Hamlin and the other members who have joined our "team." This project is a powerful reminder that our work can go beyond marketing to genuinely help people.
The Challenge: A major heart event brings huge emotional distress. Nearly half of U.S. adults have a heart condition, and many experience profound isolation after a cardiovascular incident. The biggest barrier to recovery wasn't medical. It was the human need for connection.
The Insight: Abbott's technology was life-changing. But we saw an opportunity to give something more: a community for people whose lives had been changed by heart conditions. So we built a platform to connect them, through virtual and in-person events.
The Strategy: We made connection the product. We partnered with NFL safety Damar Hamlin, whose own cardiovascular recovery made him our first ambassador to "draft" a team of real patients, doctors, and caregivers to share their journeys. From there, the community grew organically. By December 2025, we launched in partnership with Hallmark Channel's "The More The Merrier" film, where real HeartMates members appeared as cameos.
The Results:
1.4 million organic video views
50,000+ site visitors
500+ members enrolled (5x the original target)
4x goal exceeded for earned media
Proof that for a medical brand, sometimes the most powerful product is a place where people don't feel alone.
Golden Trumpet Award: 2 Gold, 1 Silver
PRNews Platinum Awards: 2 Gold
PR Purpose Awards: Shortlist
