Corazón para Ganar (Heart to Win)

*The Problem*
In Peru, cases of heart attacks in young adults are on the rise. 80% of them could be saved if they just got a check-up on time. However, many young people skip these check-ups because they think they don’t need them.

At INCOR ESSALUD, an organization committed to heart health, they’re concerned about how to get young people to understand the importance of preventive check-ups and actually go for them.

*The Idea*
They thought about connecting through football, but not just any team. It had to be the team with the biggest fanbase in Peru and the only one in the world that wears the heart as its symbol: Alianza Lima, a club with a rich history.

The challenge they set for themselves was to take advantage of the strong connection between Alianza Lima and the heart to create an action that would get the fans to have a medical check-up... without them realizing it.

They decided to do something big: using the home games, they brought together a huge group of fans to record their heartbeats, under the pretense of making an urban version of their most iconic song.

*The Execution*
They got a huge group of fans together, who recorded their heartbeats using a digital stethoscope that transferred the data to a computer via Bluetooth. The fans, excited, recorded their heartbeats without knowing that, in reality, a doctor was giving them a preventive check-up.

With the collaboration of the well-known producer and beatmaker PrimoBeatz, they downloaded the fans' recorded heartbeats into music editing software. This way, they created, for the first time, a rap beat based on the heart's rhythm, rapped by Nero Luigi, an icon of Peruvian rap and a die-hard Alianza Lima fan.

*Results*
The song was released and performed live at the Matute stadium, in front of all the Alianza Lima fans. The campaign reached over 2 million people through digital media and was covered by several local newspapers.
"More than 1,000 preventive checkups per match."
"10,000 people checked in total."
"500,000 streams on streaming platforms in the first week of release."
"More than 2 million organic reach throughout the entire campaign."
"Published in more than 20 newspapers, both print and digital."

"The song is now available on all platforms. The proceeds will go towards funding new free preventive campaigns to keep saving lives."