The CDC Foundation Launched the Second Phase of its "Live to the Beat" Campaign with a KevOnStage Web Series

The CDC Foundation Launched the Second Phase of its "Live to the Beat" Campaign with a KevOnStage Web Series

Aug. 25, 2022

The CDC Foundation is rolling out the second phase of its "Live to the Beat" campaign with a KevOnStage web series created by marketing and advertising agency Majority. The seven-episode video series features Kevin Fredericks, aka "KevOnStage"—the actor, comedian, and content creator—whose hilarious content across all platforms has garnered him millions of followers and tens of millions of views.

The episodes follow Fredericks’ personal journey of improving his heart health through informative and funny conversations with medical experts and everyday people at various stages of their own journeys to better heart health. 

"Live to the Beat" is the first national cardiovascular disease (CVD) prevention campaign in the CDC’s 75-year history. Created to support the Million Hearts® initiative, “Live to the Beat” aims to reduce CVD risk among Black adults ages 35–54 with a focus on moving more, eating better, quitting smoking and addressing key risk factors like hypertension, high cholesterol and high blood sugar. 

In Episode 1: "KevontheDoc" that launched July 21, KevOnStage admits he has an irrational fear of going to the doctor because they may find something wrong. “If I don’t know about it, then it can’t be true,” he argues. He and guest cardiologist Dr. Merije Chukumerije then chat about the reasons behind the fears (the unknown), the importance of two-way communication, and how finding a doctor who vibes with you can be like dating. Dr. Chukumerije also explains how environmental, economic and lifestyle factors contribute to a higher risk of heart disease and stroke among Black adults.

In Episode 2: "Age is Just a Number," released July 28, KevOnStage has part two of his conversation with Dr. Chukumerije. In this second conversation, Kev gets vulnerable, takes us behind the scenes into his personal visit with the doctor and shares his personal health screening results.

The remaining five episodes in the series include:

Episode 3: "You Get it From Your Mama," released August 4, where Kev discusses the role of your family health history with Dr. Anna Darby, assistant program director of the Emergency Residency Program at USC Medical Center; and Tara Robinson, founder of Black Heart Association, who experienced three heart attacks in three days before the age of 40. 

Episode 4: "Outta Sight, Outta Mind," released August 11, where psychiatrist Dr. Donald Brown discusses how stress and mental health affect physical health.

Episode 5: "Too Much Sauce," released August 18, features Emmy® Award-nominated Chef Marvin Woods who shares healthy eating tips for everyday life and prepares some heart-healthy foods for Kev to sample.

Episode 6: "Ain’t Nobody Got Time for That," to be released August 25, focuses on time management, a top barrier to heart-healthy living, with integrative health specialist Dr. Cori Cooper sharing tips for finding time for healthy habits.

Episode 7: "Finding Your Rhythm," to be released September 1, engages Morgan Dixon and Vanessa Garrison, the inspiring co-founders of GirlTrek—the largest health movement for Black women and girls in the U.S.

To inform the "Live to the Beat" campaign, the CDC Foundation commissioned a national survey of 3,000 U.S. adults and found most adults, including most Black adults, are now both aware of the threat of CVD and knowledgeable about how to prevent it. However, the same survey found that, compared to other racial or ethnic groups, Black adults were least likely to view heart disease and strokes as preventable (61 percent compared to 76 percent of White adults and 71 percent of Hispanic adults)—revealing an opportunity to focus on increasing confidence in their ability to prevent CVD.

Majority led production of the campaign’s logo design, brand identity, TVC ads, and social and digital display ads. Later this year, a new :60 spot called “On Rhythm” will debut—following up on the same characters that introduced the campaign in its first spot, “Right Ways.

Majority’s co-founder and CSO Asmirh Davis said:

"The campaign focuses on small-step solutions rather than end-goal destinations. It highlights a variety of paths and specific steps that fall within a person’s control to lower risks one step at a time. It also stresses the promise of living over the threat of dying. The creative centers messaging on the promise of a heart-healthy lifestyle and how it affects the quality of living, not on the threat of CVD and how it contributes to the risk of dying." 

 

A combination of paid and organic social media along with connected TV is supporting the initiative. 

Majority won the assignment in August 2021.

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