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Edwards Lifesciences Argues That Breathlessness Is Not Just Age

Ad Tribe! Bureau2 min read
A child and an older woman laughing together, in a frame from the Stay Young at Heart campaign film

Edwards Lifesciences has launched Stay Young at Heart, subtitled Dil Ka Khayal Rakhen, Dil Se Young Rahen. It is a nationwide disease awareness effort about heart valve disease, and its target is a single phrase: ab toh umar ho gayi hai.

  • Initiative: Stay Young at Heart, a nationwide disease awareness effort
  • Subject: heart valve disease, which can affect the heart's ability to pump blood effectively
  • Symptoms named: breathlessness during everyday activities, fatigue, dizziness, swelling in the feet or ankles, palpitations and reduced physical activity
  • Diagnostic pointed to: 2D echocardiography, described as a simple non-invasive test
  • Voices: Dr Ravinder Singh Rao, interventional cardiologist, and Parameswaran Nair, country leader for Greater India and SEA

The Insight Edwards Lifesciences Is Working With

The symptoms of heart valve disease develop gradually, and gradual is exactly what makes them easy to file under getting older. Breathlessness on the stairs, tiredness, swollen ankles. Individually unremarkable, collectively a reason to see a doctor.

What makes the campaign work as communication is that it does not argue with the symptom, it argues with the family's response to it. Putting a Hindi phrase at the centre, one that gets said reflexively when an older relative slows down, gives the campaign something specific to dislodge. That is a sharper brief than raising awareness of a condition.

What It Is Careful Not To Do

The campaign stops short of telling anyone what is wrong with them. Dr Ravinder Singh Rao's contribution is framed around recognising symptoms early and seeking medical advice, with a 2D echocardiogram named as what a doctor might use to assess how the heart and valves are functioning.

Parameswaran Nair put the ambition in the same register: that growing older is natural, but symptoms affecting everyday activities should not simply be accepted as normal ageing. For a medical device company, that restraint is not only good taste, it is the regulatory line. The effort will run through educational content and patient stories rather than product claims. More campaign coverage.

#Edwards Lifesciences#Stay Young at Heart#Health Awareness#Heart Valve Disease#Healthcare Marketing
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