The context. Sudden cardiac death is not perceived as a young person’s problem. Most people believe it’s something that affects older to middle-aged people. However, more than 9,000 Australians under 55 experience a heart attack each year.

The goal. To increase donations to the Australian Heart Foundation from 30-50 year olds on Give With Heart Day.

The solution. Set up photo booths around the city — encouraging people to take group photos.

Using AI image recognition technology and a green screen, at least one person in each printed photo will be removed.