Case Study


If every person with the most common last name carried aspirin, more lives could be saved from heart attacks.

Chewing aspirin during a suspected heart attack could help save someone’s life. But, unfortunately, aspirin isn’t always around. Smiths, on the other hand, are always around. We set out to build a safety net of aspirin-carrying Smiths to make sure there’s always aspirin around in case somebody needs it.

The Smiths took it upon themselves to spread the word, turning our message into a movement. In a matter of weeks, the country was safer from heart attacks thanks to a growing network of HeroSmiths carrying aspirin. And just like that, the most common name in America became a badge of honor.

Smith, join us at


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