Move how you love
In the summer of 2024, I was a copywriting intern for IPG Health, a leading global healthcare network. I served as a creative lead in a team of interns for a pitch project. We invented a marketing company, Penn & Paper, and pitched a campaign for a heart medication launch.
Due to confidentiality reasons, I’m unable to share the breadth of work we accomplished yet. But here’s a peek.
I crafted the introductory content in our pitch to introduce our company. “Stubbornness to succeed” became a mantra within the team. I also spent a week before our pitch presentation editing our 39 slides of introduction, disease explanations, strategy, and creative for concision, clarity, and coherence.
The heart medication, referred to as Product X, aims to relieve symptoms of obstructive hypertrophic cardiomyopathy, or oHCM. My background in science research was especially advantage as I researched the biology of oHCM and lived experiences of patients with the disease. The disease causes fatigue, shortness of breath, and chest pain, especially during activity. The medication we were advertising intends to facilitate greater physical mobility, so my editorial team and I came up with the tagline:
As the copy team and I brainstormed short-form copy for our campaign, I predicted that adding a long-form element would enhance our pitch. I wrote a manifesto to serve as a foundation for our campaign goals and complement our ads.
They said follow your heart, so you did.
With heavy feet, you stepped into cardiology clinics. Trudged across emergency rooms, clutching your chest along the walls. You followed your heart to stethoscopes and stress tests and an endless collection of orange bottles and white lids.
You retreated to the couch to wrap yourself around tired legs and away from the world. A world you love but don’t know if your heart can take.
So we say: Don’t just follow your heart. Find it.
Find it in old hiking boots, the ones you haven’t slipped into since the diagnosis. They miss the crunch of branches and leaves, and you miss the sun on your skin.
Find it in sneakers abandoned at the doorstep after doctor's visits. You crave a stroll around the park, and paved paths call to you.
Find it in winter boots stuffed in the back of the closet. Snowy fields invite you to them, and you leave a trail of your travels behind you.
Find it in house slippers you know all too well. You can slide into them whenever you’d like, but you don’t have to hide in them anymore — not with us.
Because with your healthier heart, the other side of the door is waiting for you. And you are ready for the world.
