Fundación Cardiológica Argentina - Mom's Heart Case Study

Challenge

In Argentina, more women die each year from cardiovascular disease than from cancer. Yet most women still underestimate their risk, and even healthcare professionals often fail to recognize heart attack symptoms in women. This lack of awareness and medical response is especially dangerous for women entering perimenopause, a stage when cardiovascular risk rises due to hormonal changes.

Adding to that risk is chronic stress: many women in this life stage are also mothers of teenagers, a period identified by international studies as one of the most stressful phases of parenthood. Despite these realities, heart health remains a taboo subject for women.

Insight

Argentine mothers often use the phrase“Me vas a dar un infarto”—“You’re going to give me a heart attack!”—as a humorous expression of exasperation toward their teenage children. This everyday saying became the perfect cultural entry point to raise awareness about a serious issue: women’s heart health.

Idea

BeautifulBeast and the Argentine Heart Foundation (FCA) launched#NoInfartesAMamá (#DontGiveMomAHeartAttack)for Mother’s Day, turning a familiar joke into a call to action. The campaign used humor to spark reflection, encouraging families to show love not just with gifts or flowers, but with something truly life-saving: a medical checkup for mom.

The initiative featured three digital audio spots, social media content, and videos created by comedian Dalia Gutman, named “the godmother of Argentine women’s hearts,” and influencer Denice Jeandet. Their playful yet sincere tone helped bring visibility to a subject often overlooked in conversations about women’s health.

Results

The campaign broke the taboo that heart disease only affects men and positioned the FCA as a national voice for women’s cardiovascular awareness. It quickly went viral, capturing the attention of major news outlets across Argentina. Leading TV and radio programs covered the campaign, and the FCA received multiple interview requests to discuss the issue live on air.

The social content by Gutman and Jeandet generated high engagement and became a trending conversation topic during Mother’s Day week.#NoInfartesAMamáturned a common expression of frustration into a life-saving reminder: the best Mother’s Day gift is a healthy heart.