“Heart disease Doesn’t Care What You Wear- It’s the #1 Killer of Women”
Goal: Make women more aware of the danger of heart disease Created by: the National Heart, Lung, and Blood Institute (NHLBI) Ogilvy Public Relations Worldwide
Link between focus on outer self & need to focus on inner health Red for the heart
Leading Causes Of Death For American Women in 2006
Especially aimed at women ages 40 to 60 ◦ Also women ages African American and Hispanic ◦ heart disease ◦ obesity ◦ physical inactivity ◦ high blood pressure ◦ diabetes.
Comprehensive analysis of mid-life women Review of 200+ research articles on cardiovascular health and women Eight focus groups in four cities across the U.S. Target audience selection Partner recruitment Message & materials development Celebrity Involvement
Increase awareness that heart disease is the #1 killer of women (impact-informational) Increase awareness of the risk factors that can lead to heart disease, disability, and death (impact-informational) Encourage women to talk to their doctors and take action to control these risk factors (impact-behavioral)
Creative Design Educational & marketing materials with a 10 minute video & PowerPoint presentation Website National public service advertising Partnerships with WomenHeart, American Heart Association, Mercedes-Benz Fashion Week, and many more
Fashion Week partnership with 19 top fashion designers including Vera Wang & Ralph Lauren Participation of former First Lady Laura Bush Press conference in D.C. Proclamation declaring “Women’s Heart Day”
Red Dress Pin for sale in Wal-Mart stores GLAMOUR magazine 15 page story Free distribution of 250,000 copies of The Healthy Heart Handbook for Women
Creation of first annual National Wear Red Day - February 6 th Implementation of The Heart Truth road show reaching more than 86,000 consumers Adoption of Red Dress symbol Debut of Red Dress Collection 2005
Number of women aware of heart disease as leading cause of death in women went from 34% to 57% in 2004 25% of women identified Red Dress symbol 1,089,242,427 audience impressions
February 13, 2009 show in the Mercedes-Benz Fashion Week at The Tent in Bryant Park Tim Gunn introduces Amanda Bynes Hilary Duff Tori Spelling Heidi Klum
Very effective campaign Celebrity faces Great theme
No output objectives Did not tell if objectives achieved or about any money raised
Very effective campaign Well known campaign Great message & theme
Uncontrolled ◦ News Releases, Feature Stories, Photographs, ◦ Special Programs, Publicity Controlled Media ◦ Books, Brochures, Flyers, Print & Broadcast Ads Source Credibility ◦ National Heart, Lung, and Blood Institute, AHA Salient Info ◦ Motivational hearttruth/materials/index.htm
Two-Way Communication ◦ Feedback [suggestions] Group Influence ◦ Target key groups Opinion Leaders ◦ Laura Bush Nonverbal Cues ◦ Appropriate symbol, great mood & atmospheres
Selective Exposure ◦ Positives & Negatives Audience Participation
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