The Heart, Lung, and Blood Institute

Developing the Message Strategy

OverviewLaunched in September 2002

Two-fold ObjectiveRaise awareness among womenEncourage women to take action

Target Public: Women ages 40-60

Red Dress symbol

Three-part implementation strategy

Formulation of Core Messages and Call to Action

Specific message elements (1) prominently state that “heart disease is #1

killer of women” (2) “put a face” on heart disease (3) show the consequences of heart disease (4) empower women to lower their risk (5) provide a clear call to action coupled with a

sense of urgency

Information Model approach to communication

(National Heart, Lung, and Blood Institute 2002)

Strategic Approach: Creating a Women’s Heart Disease Brand

Guided by formative research

Departure from “wellness” programs

Delivered personal wake up call

Focused on consequences of heart disease

Created call to action and sense of urgency

Campaign Implementation

Three Part Strategy

Partnership Development

Media Relations

Community Action

Partnership Development

American Heart Association National Wear Red Day

Fashion industry Mercedes Benz Fashion Week in NYC Red Dress Fashion Show during American Heart Month

First Lady Laura Bush Campaign “ambassador”

2013 Red Dress Fashion Show

"With the many risk factors for heart disease, our greatest risk is

ignorance. So I encourage every one of you to go home, pull out your favorite red dress, and tell

every woman you know that heart disease doesn't care what you

wear.”

—Mrs. Laura Bush

Engaging Non-profit Partners

Envisioned to be a partnership-based campaign

Partners include… Johnson & Johnson Swarovski Celestial Seasonings Diet Coke Woman’s Day Glamour

Media Relations

National Wear Red Day

Red Dress Collection for fashion shows

Lifetime TV and women’s magazines

Social Media

Community Action

Brought campaign to local level through

“Single City Events”

Road Shows

ResultsMore 40 corporate relationships formed

Tens of millions of women reached

After one year, awareness raised from 30 to 46 percent

Since 2003 The Hearth Truth and Red Dress symbol have been promoted on 2.65 billion product packages

Estimated that over 273,000 people reached through just community events

Conclusion

Exemplifies brand-driven social marketing

Appeal of the Red Dress

What we learned… Critical to stay on strategy! Risk taking in message development is essential. Thoughtful and aggressive partnership strategy is

necessary from the outset.