The Minnesota Heart Health Program (sponsored by the University of Minnesota School of Public Health and Lillehei Heart Institute) chose to launch a public service campaign about the benefits of taking low-dose daily aspirin to significantly reduce one’s risk of a first heart attack or stroke.

After conducting multiple focus groups and on-the-ground research, Russell Herder developed a flexible, visually striking campaign, including a website, online advertising, posters, brochures and an interactive, text message-based self-assessment. We also partnered with local clinic providers to stage a state-wide public relations effort.