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Go Red for Women Campaign 24 May 2007 Cardiovascular diseases: Leading cause of death worldwide Estimated global deaths by cause , all ages, 2005 Source : WHO 2005: «Preventing Chronic Diseases: A Vital Investment» Cardiovascular diseases: Leading cause of male deaths

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24 May 2007


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cardiovascular diseases leading cause of death worldwide
Cardiovascular diseases: Leading cause of death worldwide

Estimated global deaths by cause, all ages, 2005

Source : WHO 2005: «Preventing Chronic Diseases: A Vital Investment»

cardiovascular diseases leading cause of male deaths
Cardiovascular diseases: Leading cause of male deaths

Projected main causes of death in males by WHO region, all ages, 2005

WHO region

Males

Age-standardized death rates per 100 000

Chronic disease : CVD, cancer, chronic respiratory, diabetes

Source : WHO 2005: «Preventing Chronic Diseases: A Vital Investment»

cardiovascular diseases leading cause of female deaths
Cardiovascular diseases: Leading cause of female deaths

Projected main causes of death in females by WHO region, all ages, 2005

WHO region

Females

Age-standardized death rates per 100 000

Source : WHO 2005: «Preventing Chronic Diseases: A Vital Investment»

slide5

% of CVD deaths between 35 and 64 years

of age

Source : A Race Against Time, The Earth Institute, Colombia University, Stephen Leeder

go red for women campaign objectives
Go Red for Women Campaign Objectives
  • Reduce CVD in women through improved prevention, early diagnosis and treatment
    • Women take better care of their heart health
    • Policy-makers & governments include CVD in women on global and national health agendas
    • Medical professionals focus increased attention on CVD in women
  • Build global attention and commitment to CVD in women
    • Increased funding, partners and supporters of the cause
slide7

Awareness

Engagement

Action

GRFW impact with indirect component

-

World Heart Federation

National Associations

Medical community

Community

Policy makers

-

Direct impact on target group (level 1 to 3)

Source: Bain Analysis

international campaign phases
International Campaign Phases
  • Phase 1: Awareness
    • Know: CVD is the number 1 killer of women worldwide, but it is largely preventable
  • Phase 2: Awareness & Engagement
    • Believe: Together, we can prevent/control CVD with a commitment to the cause
  • Phase 3: Action
    • Act: Each target audience plays their part in reducing CVD in women
target audiences
Target Audiences
  • News media
  • Merchandising
  • Advertising campaign
  • Events (fashion shows, monuments etc.)

World Heart Federation Members

Healthcare

professionals

Public

Policy-makers

Patients

  • News media
  • Policy-maker roundtables
  • Women leaders program
  • Patients leaflets
  • Survivor stories/buddies
  • Patient portal
  • Scientific publications
  • Surveys
  • Long-term studies
  • Expert panel
  • Meetings & congresses

Website

over 30 member countries have expressed interest
Over 30 member countries have expressed interest
  • Australia
  • Austria
  • China
  • Denmark
  • Dominican Republic
  • El Salvador
  • Finland
  • Grenada
  • Indonesia
  • Iran
  • Ireland
  • Italy
  • Jamaica
  • Kenya
  • Korea
  • Malaysia
  • Mexico
  • Nigeria
  • Norway
  • Portugal
  • Singapore
  • South Africa
  • Spain
  • Sweden
  • Switzerland
  • Taiwan
  • Tunisia
  • Turkey
  • United Kingdom
  • Uruguay
  • Vietnam
how to differentiate from other health campaigns
How to differentiate from other (health) campaigns?

Go beyond awareness

Beyond “just” a celebrity cause

Be a “KPI-machine”

  • Most campaigns focus on "just" creating awareness among target audience
  • Campaigns lack impact as they do not get people to change their habits
  • Campaigns usually focus on supporting their cause through celebrities from movie and music scene only
  • Most campaigns lack an articulation of intended impact, theory of change, their operational logic and thus don’t set hard quantified goals
  • Keeping track and measuring your goals is crucial to define success or failure

Excel along behavioral chain and talk about it

Widen engagement of key figures/spokespersons

Set realistic aspirations and measure your success (to prove it to sponsors)

  • Focus moving to “engage-ment” as early as possible (e.g. plan progression along behavioral chain from the beginning)
  • Support countries in progressing to “action” persistently
  • Additional to celebrities involve well know (inter-) national politicians, CEOs, etc.
  • Make sure that they have something meaningful to say about the cause and represent your interests
  • Use their media space for your cause
  • Make sure you set realistic and achievable aspirations/goals and define measurable KPIs to track them and hence define success or failure
  • Measure success of your campaign and market them well – everybody wants to be in a winning campaign

Source: Bain Analysis

across the world
Across The World

On-site testing

Awareness

Sports

Education

Events

Storefronts

Testimonials

Media

Merchandising

partnership with elizabeth arden

The partnership:

  • Three-year partnership covering international ex-USA
  • Exclusivity in female cosmetics industry
  • Corporate social responsibility and sales opportunity
  • Development of eye shadow compact and other products

Partnership with Elizabeth Arden

partnership with elizabeth arden16

Arden 2008 (Calendar July 2007) and beyond:

  • More countries on board and activated
  • Activation through Elizabeth Arden retail outlets, partners, media opportunities
  • Development of closer local partnerships that have media, retail outlets, employees, volunteers
  • Elizabeth Arden internal employee programs and motivation
  • Leverage of photo shoot, spokesmanship and video B-roll of Catherine Zeta Jones

Partnership with Elizabeth Arden

5 step filter model for identification of potential international sponsors for grfw
5 step filter model for identification of potential international sponsors for GRFW

Largest companies worldwide in all industries (~ 5,000 companies with revenues over ~ $1.0 bn)

1

Selection of industries with no adverse

affect on health campaigns

Screeningby industries

Prioritization and selection of TOP 10-12 industries

2

Selection of companies out of Top 10 per industry

3

Selection of companies with international focus

4

Screeningby company

Selection of companies not yet engaged in other competitive major campaigns(within TOP 10-15)

5

Prioritized list of potential international sponsors with value contribution beyond funding

Source: Bain Analysis