It's important to be aware of your heart health... though this is a concern that many 20–35 year olds think they can, well, be concerned about later. Yayasan Jantung Indonesia (the Indonesian Heart Foundation) found a way to communicate with this active age, putting their message into the songs of popular musicians and adding a personal twist. Free concerts and CDs, anyone?
The Music Of Your Heart movement kicked off in April with a free concert featuring well known Indonesian bands and singers. Mobile recording studios were present at the event where participants could have their heartbeat checked, recorded and synced with their favorite song. They then got a copy of this synced song to take home, serving as a reminder to 'listen' to their heart from time to time.
This idea was then recreated on the Music Of Your Heart website where those who missed the concert could experience the same effect. You can try it for yourself, just give it a second to load the music track once you get going.
The Green Room Verdict: Yayasan Jantung took a common interest from the target age group and used it to change attitudes in an enjoyable way. Apart from traditional media, the event was also promoted on YouTube through videos of famous Indonesian celebrities – a smart move, especially when most young people are connected to the virtual world. Though the song could have been given as an MP3 track, this file could easily be lost in an extensive iTunes library... so the physical attributes of a cased CD works well in this instance.
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