Health Promotion Campaign Analysis by:

Courtney Pike

Health Problem

Goal/Target Audience

Message/Channels

Symbol of Heart Truth

Analysis

Theory

WIIFM?

Health Problem:Health Problem:Heart DiseaseHeart Disease

Heart Disease is the number 1 killer of American women no matter what race or ethnicity.

Heart disease kills 1 of every 4 American women.

Heart disease can be prevented or controlled by lifestyle changes or medication if needed.

FactorsSmoking

High blood pressure

High blood cholesterol

Overweight/obesity

Physical inactivity

Diabetes

Family history

Age

www.nhlbi.nih.gov/health/hearttruth.htm

Goal and Target Goal and Target AudienceAudience

GoalGoal To give women a personal To give women a personal

and urgent wake up call and urgent wake up call about their risk of heart about their risk of heart disease.disease.

Target Audience Target Audience Women ages 40-60 Years oldWomen ages 40-60 Years old Women of all nationalitiesWomen of all nationalities

Especially African-American Especially African-American and Hispanic women.and Hispanic women.

Message/Message/ChannelsChannels“Heart disease doesn’t care what you wear-It’s the number one killer of women”.

To prevent and raise awareness of heart disease in women.

Messages are spread through print, radio, commercials, and events.

Uses both Channels: Interpersonal and mediated.

Interpersonal- Doctors and personal stories.Mediated-Print, radio, commercials, and events.

Symbol of Heart Symbol of Heart TruthTruth

The Red Dress ProjectA red alert that inspires women to take action.First Friday in February each year is national wear red day.

Laura Bush joined the Heart Truth campaign Feb. 14th, 2003.2005 started the First Ladies Red Dress Collection.

AnalysisAnalysis Does an excellent job of providing information on the website for every aspect of the Heart Truth Campaign.

Knowledge gap can occur because the target audience is women 40 to 60, and some might not be knowledgeable about the website or how to navigate the site.

Make the print and commercial part of the campaign more visible.

Break down the campaign to involve various cites with the events that spread the campaign’s message.

TheoryTheory

Protection Motivation Theory

Health Belief Model Theory

Homophily Theory

ReferencesReferences www.nhlbi.nih.gov/health/

hearttruth.htm

www.hearttruth.gov

www.americanheart.org

www.womenheart.org

www.whitehouse.gov/news/releases/2008/02/20080211-11.htm

ConclusionConclusion Health Problem

Goal/Target Audience

Message/Channels

Symbol of Heart Truth

Analysis

Theory

WIIFM?