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“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”. About the Campaign. Goal: M ake women more aware of the danger of heart disease Created by: the National Heart, Lung, and Blood Institute (NHLBI) Ogilvy Public Relations Worldwide. The Red Dress.

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

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

  2. About the Campaign • 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. The Red Dress • 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. Who is the campaign aiming for? • 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. Research • 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. Objectives • 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. Programming • 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

  9. Programming cont. • 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. 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

  11. 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

  12. Evaluation • 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. Continuation • 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. Strengths • Very effective campaign • Celebrity faces • Great theme

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

  16. Effective? • Very effective campaign • Well known campaign • Great message & theme

  17. Important PR Principles • 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. Important PR Principles cont. • Two-Way Communication • Feedback [suggestions] • Group Influence • Target key groups • Opinion Leaders • Laura Bush • Nonverbal Cues • Appropriate symbol, great mood & atmospheres

  19. Important PR Principles • Selective Exposure • Positives & Negatives • Audience Participation

  20. Questions?

  21. References • 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/

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