See The Red. Spot The Risk.

63 million Americans carry Lp(a) - an inherited heart risk with no symptoms and no place on a standard cholesterol test. Yet only 0.1% have ever been tested. To change that, Novartis took the one game America never misses - the US Open. During live matches, thermochromic tennis balls were introduced without explanation. As rallies heated up, the balls gradually turned red, disrupting play and prompting confusion in the crowd. Then the stadium screens revealed the truth: you had just spotted the risk of Lp(a). Every spectator received a personalised SMS. Testing stations opened courtside. Immediately. One moment in a stadium, amplified until the whole country saw red.