Hoops for Heart
The American Heart Association has for many years raised money and awareness of heart health through two key programs targeted to the youth market: Jump Rope for Heart and Hoops for Heart.
For over a decade, Alchemy at AMS has worked with AHA to create videos related to these fundraising programs that inform students about heart disease and stroke while motivating them to participate. The challenge is to keep the content fresh over a 2-3 year shelf-life, and to present content that inspires and appeals to elementary and middle-school students. Videos promoting Hoops for Heart have come to life as MTV-style music videos with custom music, a day-in-the-life video diary from a young survivor with a heart condition, and an animated and live-action variety show.