American Heart Association | Alchemy at AMS
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American Heart Association


American Heart Association


Jump Rope for Heart



Video Marketing
About This Project

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 Jump Rope for Heart have come to life as music videos with custom music for students to watch and sing along with, documentary-style interviews with young heart-condition survivors, and, most recently, an animated and live-action variety-show.