Novartis
FIGHT CVD Integrated Campaign (Unbranded Awareness)
In spite of previous signs of success, cardiovascular disease (CVD) is once again the world’s leading cause of death and on the rise. We know that reducing bad cholesterol (LDL-C) is the easiest way to modify people’s cardiovascular risk, yet many obstacles still stand between patients, HCPs, and lower mortality rates.
In preparation for the launch of Leqvio® (Inclisiran), Novartis sought to use an integrated awareness campaign detailing the dangers of this national (and global) epidemic, driving patients to learn more on the website, register, and “Join The Fight.”
As creative lead at McCann Health, I directed the campaign from concept through production: strategy, art direction, film, digital, CRM and the design system holding it all together.
Campaign key visual: six everyday people, a doctor among them, stand together in a sunlit field.
The campaign film, cut for TV and online video. Human and direct, without the usual pharma gloss, it puts the fight in real communities where CVD does its damage.
The campaign hub, designed responsive-first: understand the risk, see what LDL-C actually does, register and join the fight. Built to move people from awareness to action in a single visit.
FightCVD.com on desktop and mobile: “We’re standing up to fight cardiovascular disease (CVD). Will you?”
Print that carries the campaign into exam rooms and kitchen tables, translating clinical stakes into language a family can act on.
Leave-behind cover: “You choose to fight cardiovascular disease (CVD). So do we.”
Inside spread: CVD claims 18 million lives each year; LDL-C statistics and icons make the case.
Back page: “Let’s fight CVD together,” with a FightCVD.com call to action and references.
Beyond the launch work, I led tactical planning across four strategies. Expand CVD awareness: transit out-of-home, rich-media myth-versus-fact quizzes, social utilities and weekly SMS heart-health tips. Make LDL-C headline news: a ZIP-code cholesterol research partnership built for PR, and the Cholesterol Nation streaming documentary concept. Complete the knowledge gap: KnowYourCholesterol.com and its awareness media. Support when and where it matters: pop-up rapid testing centers, a mobile clinic, a senior softball league sponsorship, a walking book club with Audible and grocery-store media at the exact shelf where choices get made. A full ecosystem, planned to meet patients where they actually are.
Out-of-Home/Transit slide: a CVD risk-map station screen and subway cards; “1 out of every 3 people on this train.”
Rich Media Display Units slide: a Myth vs Fact quiz unit runs beside a health article on a laptop.
Social Media Interactive Utilities slide: the Heart Heat Map runs as a Fight CVD Instagram post.
Weekly Tips slide: opt-in SMS heart-health texts on a lock screen, echoed by a Fight CVD tweet.
Section divider: Make LDL-C Headline News, with a newspaper front page on CVD deaths.
PR slide: “Which ZIP has the highest cholesterol?” A press release over a dotted U.S. map.
Cholesterol Nation slide: documentary poster concepts pitched to streaming platforms.
Radio slide: the “#1 Cause” 0:60 script beside a car radio and a listener at home.
Section divider: Complete the LDL-C Knowledge Gap, a hand holding a heart-metrics phone.
KnowYourCholesterol.com slide: a tablet page explains what cholesterol numbers mean.
Awareness banner: “You still know the phone number of your childhood home. You should know your cholesterol levels.”
Pop-up testing slide: a “Free rapid cholesterol test” banner and table set up in a shopping mall.
Heart Health on Wheels: a KnowYourCholesterol.com mobile clinic van in navy and orange.
Section divider: Support When and Where It Matters, an older couple sharing a kitchen table.
Senior sports slide: a Senior Softball USA batter swings beside a KnowYourCholesterol.com scoreboard.
Walking Book Club slide: an Audible partnership, with listeners walking in headphones.
Grocery Store Media slide: a MyPlate-style cart insert and “Smart move!” shelf signage by the produce.
Grocery media continued: Shop “Outside In” window graphics and a “Know ALL your numbers” deli ticket.
Summary slide: all four market-prep strategies with their key executions side by side.
The system that keeps a multi-market campaign coherent: logic, voice, color, type and usage, documented so every partner builds the same brand.
Brand guidelines sample: typography, color palette, logo usage, photography and icon style pages.
A purpose-built icon library, so every tactic from banner to brochure draws on one visual language.
Icon library sample: line icons in three weights, from heart and artery symbols to raised hands.
FIGHT CVD is an unbranded integrated awareness campaign that Husani Barnwell led as creative lead at McCann Health, preparing the market for the launch of Leqvio (inclisiran) by Novartis. Spanning TV and online video, a responsive campaign site, print, CRM and a four-strategy market-prep ecosystem, it treats the world’s leading cause of death as a fight people can join. Barnwell directed the work from concept through production, including the brand guidelines and icon system that hold it together.
Writer: ACD/Writer Jason Lambert