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“Heart disease Doesn’t Care What You Wear- It’s the #1 Killer of Women”
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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
About the Campaign
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Link between focus on outer self & need to focus on inner health
Red for the heart
The Red Dress
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LeadingCausesOf DeathFor AmericanWomen in 2006
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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.
Who is the campaign aiming for?
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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
Research
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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)
Objectives
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Creative Design
Educational & marketing materials with a 10 minute video & PowerPoint presentation
Website www.hearttruth.gov
National public service advertising
Partnerships with WomenHeart, American Heart Association, Mercedes-Benz Fashion Week, and many more
Programming
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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”
Programming cont.
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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
Programming cont.
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Creation of first annual National Wear Red Day - February 6th
Implementation of The Heart Truth road show reaching more than 86,000 consumers
Adoption of Red Dress symbol
Debut of Red Dress Collection 2005
Programming cont.
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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
Evaluation
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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
Continuation
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Very effective campaign
Celebrity faces
Great theme
Strengths
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No output objectives
Did not tell if objectives achieved or about any money raised
Weaknesses
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Very effective campaign
Well known campaign
Great message & theme
Effective?
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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
Important PR Principles
http://www.nhlbi.nih.gov/educational/hearttruth/materials/index.htm
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Two-Way Communication◦ Feedback [suggestions]
Group Influence◦ Target key groups
Opinion Leaders◦ Laura Bush
Nonverbal Cues◦ Appropriate symbol, great mood & atmospheres
Important PR Principles cont.
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Selective Exposure◦ Positives & Negatives
Audience Participation
Important PR Principles
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Questions?
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http://www.nhlbi.nih.gov/educational/hearttruth/index.htm
http://www.womenshealth.gov/hearttruth/
http://www.hhs.state.ne.us/hearttruth/
http://blog.ogilvypr.com/2009/03/developing-corporate-partnerships-for-the-heart-truth-campaign/
References