Cannes Silver - Lions Health
The Herosmiths project aimed to arm every American named "Smith" with Bayer Aspirin. The theory? If more people carry aspirin, the more likely it is to be available when someone suffers a heart attack. We want to turn the people with the most common last name into everyday heroes.
I worked with a design partner to help create the Herosmiths website you see below. I also wrote the copy for the Herosmiths social content, a series of direct mailers distributed to citizens of Fort Smith, Arkansas, and information packets sent to social influencers across the country.