Fondazione Italiana per il Cuore (Italian Heart Foundation)
For a healthy heart
It's all about waist circumference.
Discussing heart health with an exceptional protagonist: a simple tape measure. It’s a preventive tool that not everyone is aware of, useful for measuring visceral abdominal fat, which indicates cardiometabolic risk. The focus is on waist circumference, presented in a narrative that strikes the right balance to address a sensitive issue. It has also evolved into a complete website, part of a broader prevention campaign.
The goal of the Fondazione Italiana per il Cuore (Italian Heart Foundation) was to spark conversation and raise awareness about overweight and obesity, which increase the risk of cardiovascular disease. To achieve this, they needed to find a strategic element—simple and direct, yet used originally—to incorporate into their communications. The meter thus became the common thread that wove through their communications, described and explained as a preventive measure and a useful tool for “calculating” heart health.
In addition to strategy and key visuals, Orange worked on the entire website. It serves as a repository of information, interesting facts, advice, insights, and useful tools for learning about overweight and obesity, related cardiovascular risks, and healthy lifestyles and behaviors that can help prevent them. A social media campaign also generated over 100,000 visits to the site and 10,000 downloads of illustrated guides for self-measurement of waist circumference.