Cases

Challenge:

In 2000, only 34% of women knew that heart disease was their #1 killer. Heart disease was perceived as a condition that overwhelmingly affected men, creating a significant hurdle for a campaign targeting women.

The NHLBI realized that raising women’s awareness of heart disease —and prompting them to act — was critical to reducing its impact on women’s health.

Strategy:

Extensive research revealed that forging a strong emotional link between a woman’s focus on her outer self (appearance) and the need to focus on her inner self (health in general and heart health, in particular) was critical to any communications effort. Based on this key insight, The Heart Truth® campaign strategy was designed to connect heart disease to women and prompt action.

A strategic, creative platform — “Heart Disease Doesn't Care What You Wear — It’s the #1 Killer of Women® ”— paired with a Red Dress image addressed the myth that women are not seriously affected by cardiovascular disease. Brought to life through a long-standing partnership with America’s fashion industry that engages top-tier designers and celebrities at the annual Red Dress Collection Fashion Show at New York’s Fashion Week and through hundreds of community events — the Red Dress has proven to be a powerful source of inspiration for women to learn more and take action to improve their heart health.

The brand-driven social marketing campaign continues to deploy an evolving mix of national events and local programming to reach women. High-profile spokespeople, such as Mrs. Laura Bush, along with community health educators, play the role of heart health ambassadors. Creating a strong online presence through social media outreach and building partnerships with major corporations are also key components of the campaign’s strategy.

Impact:

The Heart Truth® has ignited a powerful awareness movement — rallying the women’s health community, major corporations, local and regional community groups, and the national media toward a common goal of greater awareness and better heart health for all women. From the fashion runway to the White House and from shopping malls to churches, women are prompted to act.

As a result, heart disease awareness in women doubled. In 2009, 68% of women knew the Red Dress symbol — up from 25% in 2005 — and two-thirds said it prompts learning and risk-reduction behaviors.

Website: www.HeartTruth.gov