A new TV ad campaign from the American Heart Association’s Go Red For Women movement is building on the popular LEGO brand to help promote heart disease awareness in women.

Created for free by Warner Bros., the AHA and the Ad Council launched the new public service advertising campaign today. It features scenes and characters from the upcoming The LEGO Movie, which opens in theaters Feb. 7. 

The series of ads tell viewers “It’s time to Go Red For Women.” Voiced by Emmy-nominated actress Elizabeth Banks, the film character Wyldstyle asks women to “Stand stronger, shout louder and demand change.” 

The ads come just a few weeks before National Wear Red Day on Feb. 7 and marks the 10th anniversary of Go Red For Women, which was established by the AHA in 2004 to encourage women to know their risk factors and adopt healthy lifestyle practices to help prevent heart disease.  Heart disease is the No. 1 killer of women in this country and causes more fatalities than all forms of cancer combined, according to the AHA.