HEARTMATES
Client
Abbott
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 can bring a huge emotional distress. Nearly half of all U.S. adults have a heart condition, and studies show that after a cardiovascular incident, many experience a profound sense of isolation. This loneliness can be a serious barrier to recovery. We knew the biggest challenge we needed to solve wasn't medical, it was this deep, human need for connection.
The Insight: We knew Abbott's technology was life-changing, but we saw an opportunity to provide something even our most advanced science can't: a sense of belonging. We needed to build a community and so we did. Abbott HeartMates, a nationwide support program for people and caregivers impacted by heart conditions. Inspired by Damar Hamlin's remarkable recovery, we partnered with him as our first ambassador to "draft" a team of real patients, doctors, and caregivers to share their own stories. We built a platform for this new team to connect through virtual and in-person events, ensuring no one has to go through their journey alone. From there the community kept growing and on December 2025 we launched in partnership with Hallmark "The More The Merrier" inspired on our community community.
The Result: By focusing on connection over conversion, the program has been a huge strategic success for brand awareness and a genuine lifeline for its members.
AWARDS:
Golden Trumpet Award: 2 Gold, 1 Silver
PRNews Platinum Awards: 2 Gold
PR Purpose Awards: Shortlist
