Alun Wyn Jones – Let’s Talk Rhythm

A campaign to encourage people to reconnect with what matters most — their health.

Blonde worked with Global PR firm RuderFinn, to create a campaign for AliveCor and their product KardiaMobile, the world’s most clinically validated home ECG monitor, FDA-cleared to detect Atrial Fibrillation, Bradycardia, and Tachycardia.

The Brief

The KardiaMobile campaign brief was to help raise national awareness of atrial fibrillation (AF) — a condition that often goes undiagnosed yet affects hundreds of thousands of people in the UK. The challenge was simple but powerful: how do we get people to stop, listen, and talk about heart rhythm?

We knew this campaign couldn’t rely on scare tactics or medical jargon. It needed to feel human, empathetic and authentic. The Let’s Talk Rhythm campaign was designed to invite people into a more personal conversation about heart health.

At the centre of it, was Alun Wyn Jones — former Wales and British Lions Rugby Union captain and Wales’s most capped player of all time — who had himself recently been diagnosed with Atrial Fibrillation whilst playing for Toulon in France.

Alun wanted to share his story and help break the silence around AF.

Creative Approach

The idea behind Let’s Talk Rhythm was to slow the pace down and set Alun away from his superstar Rugby life to have an intimate conversation with him as a normal person at home, discussing his journey with AF.

Alun’s interview was captured as a natural, flowing conversation with B-roll footage of his life in and around his home in Swansea, Wales.

To contrast the often-clinical tone of health awareness films, we opted for a soft and colourful visual language with naturalistic tones.

Execution

RuderFinn worked with the brand on the campaign messaging whilst Blonde developed the creative, treatment, and delivered the full production — from scripting and direction through to edit, grade and delivery.

Results

The campaign launched during Heart Rhythm Week, supported by press, a full social toolkit, and earned media coverage, bringing AF into the national conversation. Because knowing your rhythm, and talking about it, could be lifesaving.

The campaign has earned some impressive results to date with over a million hero film views, over a million social media impressions and reactions and over 800m earned media reach.

It’s had many original articles including BBC Morning Live, BBC Sport, BBC Radio 5, the Telegraph, Daily Mail, Mail Online, Press Association and Global Radio.

Out of all the campaign stats, the engagement rate for the content itself really stands out – people were incredibly engaged with his story – watching videos the entire way through. There was clear appetite to hear his story – from media to website views and video views.