NIH | You Got You
With research linking high blood pressure to an increased risk of stroke and dementia, National Institutes of Health needed to drive action among Black men, a group disproportionately affected and often underserved by the system meant to support them.
We built the campaign around a simple shift. Instead of asking them to trust the system, we met them in a mindset of self-reliance. The idea was rooted in a simple truth: nobody has your back like you do. While there’s a lot they can’t control, blood pressure is one thing they can. The work reframed action as ownership, encouraging a step that is immediate, personal, and within reach.
