CDC Foundation LIVE TO THE BEAT Campaign
Black Americans face disproportionately high risks of heart disease and stroke, with rates that double those of white Americans. To address these disparities, the Live to the Beat initiative aimed to increase awareness and educate the Black community on cardiovascular disease (CVD) prevention through multicultural outreach.

What we did
Partnering with the CDC Foundation and Zeno Group, EGAMI implemented an audience-centered strategy spanning paid, owned, and earned media that emphasized community, culture, and commitment. As part of this approach, we collaborated with Rock the Bells to host a high-energy event in Atlanta, timed to American Heart Month, Black History Month, and Hip Hop’s 50th Anniversary. The event featured prominent figures including Killer Mike as host, Big Tigger as DJ, fitness expert Toya Johnson-Rushing, Chef Zaza for cooking demonstrations, and yoga instructor Lauren Williams.
The impact
The campaign achieved over 14 million earned and 18.6 million paid media impressions, 1.92 million video views, and drove more than 281,000 clicks to the website, resulting in an impressive 2.24% click-through rate—well above the 0.85% benchmark. Additionally, 93% of web traffic came from new users, bringing over 261,000 net-new individuals who engaged with CVD prevention.
The campaign connected heart health messaging to moments of cultural pride. This helped position the CDC Foundation as not just an organization delivering health information but as a committed partner invested in the well-being of Black Americans.
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14 million+ earned media impressions
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281,000 clicks to the website
