It is easier to care about a condition when your own body helps you understand a fraction of what it feels like.
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Corazón Challenge.
Across Nicaragua, many families of children with congenital heart disease were unaware that Asociación Corazón Abierto existed or that they could turn to it for support and access to specialized treatment. Before mobilizing the public around the cause, we needed to make the organization visible and connect it with the people who needed its help most.
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The challenge
Build nationwide awareness of Asociación Corazón Abierto, close the empathy gap around a condition that is difficult to perceive and create a participatory action simple enough to travel through social media yet meaningful enough to connect more families with the organization and its treatment program.
On World Heart Day, people recorded themselves doing 10 burpees, challenged three others and shared #CorazónChallenge—feeling their heartbeat accelerate while the cause moved through the country.
How participation spread
From an idea to a system.
- 01
Ten burpees made the insight physical.
- 02
Each participant challenged three more people.
- 03
Artists and public figures expanded reach.
- 04
Traditional media amplified the cause and treatment program.
Watch the work
The idea in motion.
My contribution
- General Creative Director
- Purpose strategy
- Creative leadership
- Earned-media orchestration
Selected credits
Idea: Nineth Barreto
Copy: Daniel Olivares
Art direction: Carlos Blandón
Design: José Pérez
Granada Creativa: Bronze
2.2%engagement
+28.5%new followers
>$19Kearned media
The lasting lesson
The strongest purpose work does not ask people only to watch. It gives them a meaningful way to participate.Back to selected work ↑