How ABHI Used Unexpected Creators to Make Heart Health Social

The brief

For World Heart Day, Genesis moved beyond conventional medical voices and used comedy, skincare and fitness creators to make an Activ Health App face scan culturally relevant. Familiar creator formats made a serious health action easy to notice and share.

The work had to feel native to creator feeds while protecting the campaign's central message. That meant building a brief with enough structure for consistency and enough freedom for creators to remain credible with their own audiences.

Our approach

The strategic choice was to make "heart health through unexpected creator categories" the organising idea. Instead of treating creators as media placements, Genesis used their familiar formats, communities and storytelling habits to make the campaign easier to understand and more likely to be shared.

The approach worked because the brand message entered formats audiences already understood. A repeatable creative device made the campaign recognisable, while creator variation prevented the work from feeling mass-produced.

Execution

• ·Campaign idea and creator-content framework
• ·Creator briefing, coordination and approval management
• ·Social-first video production and platform-ready delivery

Genesis delivered the campaign video assets and platform-ready adaptations, with creative direction designed to keep the central idea consistent across every format.

Results and impact

For marketing teams, this shows how Genesis can connect creator selection, creative direction and campaign operations inside one accountable influencer-marketing workflow.

Takeaway

ABHI Let's Face It demonstrates how Genesis Media can translate a clear marketing objective into a practical content system—combining strategy, production and delivery while keeping the audience experience easy to understand.