Stay in
the Race

THE PROBLEM

Nearly 11 million Americans are living with heart valve disease, yet approximately 1 in 3 adults over the age of 65 had no idea they had it. For adults 65+, the window to act is narrow, and the silence around HVF is costing lives.

THE INSIGHT

Racing is the ultimate metaphor for the human body: precision engineering, peak performance, and the constant threat of breakdown. And like a car, the heart only stays in the race with the proper maintenance.

THE IDEA

Edwards Lifesciences partnered with RLL Racing co-owners Bobby Rahal,
David Letterman, and Mike Lanigan, whose personal battle with HVF became
the emotional engine of the campaign. Together, they starred in a documentary short film that used the world of IndyCar to draw a parallel to heart valve disease. From there we built an integrated campaign to further inspire people to take action — creating an unforgettable, high-octane debut across every platform.