1. Becel & The Heart Truth

2. HELP MAKE CANADA’S HEARTS HEALTHIER

3. Most women don’t know… There is a disease that kills more women than any other A disease that is within their power to control Risks can be prevented by up to 80% through lifestyle changes It’s time to wake up Canadian women to the Heart Truth and to inspire and empower them to take action to prevent heart disease.

4. Objectives: 1)Raise awarenesss 2)Educate women 3) Focus on preventative action The Heart and Stroke Foundation’s The Heart Truth campaign

5. Advertisers in 1989 From telling to talking Sid Lee’s winning cover design for Strategy’s 20 th Anniversary issue Advertisers in 2009

6. …the spark that ignites a movement and inspires women to do one small thing to love their hearts

7. Becel invited women to gather for an intimate and interactive benefit concert to help stop a killer disease that affects all women.

8. Host Cheryl Hickey – “This concert is being simulcast LIVE to movie theatres across the country”

9. The Invitation

11. Sparking a Movement On Pack In Store National PR campaign Online Advertising Celebrity Vignettes Documentary One Small Thing Online Community TVC Print Celebrity Support

12. Celebrity Vignettes

14. Sparking a Movement On Pack In Store National PR campaign Online Advertising Celebrity Vignettes Documentary One Small Thing Online Community TVC Print Celebrity Support

15. Documentary on Global The Beat of Life

16. Documentary on Global The Beat of Life

17. Campaign Awards Media Innovation Award: Gold Cassie: award for outstanding marketing effectiveness Strategy Magazine Cause into Action Award: best health awareness program Sponsorship Marketing Award: Gold Promo Award: best integrated campaign Promo pack: best in show W3 Web Video Content Award

18. Inspiring women 35- 54 to love their hearts April 23, 2009 Results Overview of Results Overachieved sales results by 70%; grew dollar and tonnage share Campaign scored 2.5 times higher than norm on branded recognition. Creative was highly motivating to purchase (63% above norm) Increased web traffic, registration, and achieve significant webisode views Raised awareness for the issue

19. 2 minVideo

21. We continue in 2010… …with a new spark launching in the Academy Awards

22. We continue in 2010… …with a new spark launching in the Academy Awards