“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

About the Campaign

Link between focus on outer self & need to focus on inner health

Red for the heart

The Red Dress

LeadingCausesOf DeathFor AmericanWomen in 2006

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?

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

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

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

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.

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.

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.

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

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

Very effective campaign

Celebrity faces

Great theme

Strengths

No output objectives

Did not tell if objectives achieved or about any money raised

Weaknesses

Very effective campaign

Well known campaign

Great message & theme

Effective?

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

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.

Selective Exposure◦ Positives & Negatives

Audience Participation

Important PR Principles

Questions?

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