1. “Heart disease Doesn’t Care What You Wear- It’s the #1 Killer of Women”

2.  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

3.  Link between focus on outer self & need to focus on inner health  Red for the heart

4. Leading Causes Of Death For American Women in 2006

5.  Especially aimed at women ages 40 to 60 ◦ Also women ages 18-39.  African American and Hispanic ◦ heart disease ◦ obesity ◦ physical inactivity ◦ high blood pressure ◦ diabetes.

6.  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

7.  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)

8.  Creative Design  Educational & marketing materials with a 10 minute video & PowerPoint presentation  Website www.hearttruth.govwww.hearttruth.gov  National public service advertising  Partnerships with WomenHeart, American Heart Association, Mercedes-Benz Fashion Week, and many more

9.  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”

10.  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

11.  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

12.  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

13.  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

14.  Very effective campaign  Celebrity faces  Great theme

15.  No output objectives  Did not tell if objectives achieved or about any money raised

16.  Very effective campaign  Well known campaign  Great message & theme

17.  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 http://www.nhlbi.nih.gov/educational/ hearttruth/materials/index.htm

18.  Two-Way Communication ◦ Feedback [suggestions]  Group Influence ◦ Target key groups  Opinion Leaders ◦ Laura Bush  Nonverbal Cues ◦ Appropriate symbol, great mood & atmospheres

19.  Selective Exposure ◦ Positives & Negatives  Audience Participation

21.  http://www.nhlbi.nih.gov/educational/hearttr uth/index.htm http://www.nhlbi.nih.gov/educational/hearttr uth/index.htm  http://www.womenshealth.gov/hearttruth/ http://www.womenshealth.gov/hearttruth/  http://www.hhs.state.ne.us/hearttruth/ http://www.hhs.state.ne.us/hearttruth/  http://blog.ogilvypr.com/2009/03/developin g-corporate-partnerships-for-the-heart- truth-campaign/ http://blog.ogilvypr.com/2009/03/developin g-corporate-partnerships-for-the-heart- truth-campaign/