“Beat Cholesterol”

The “Beat Cholesterol” campaign, implemented by PR Play in partnership with Amgen Bulgaria, aimed to raise public awareness of the dangers of high LDL cholesterol – a key risk factor for cardiovascular diseases. We focused on the importance of early diagnosis and active treatment, presenting the information in an engaging and visually impactful manner.

We adopted an innovative and entirely unconventional approach by creating a 3D illusion of a massive beating heart, positioned at a key location in Sofia – in front of the National Palace of Culture – one of the most iconic buildings in Bulgaria, known to all Bulgarians. By blending illusion with reality, our goal was to create a powerful emotional impact on viewers. A project of this nature had never been done before in Bulgaria, sparking curiosity and strong interest among the target audience. The unconventional video was distributed across digital channels, media outlets, and screens in Sofia’s metro system. With the key message “Control Your Cholesterol – Protect Your Heart,” the campaign reached an audience of over 2,000,000 both online and offline. Through a combination of creativity, visual technology, and targeted communication, the project not only increased awareness but also inspired people to take concrete actions for their health.