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