Cases

Outcome

The Heart Truth^® is making progress in the fight against heart disease in women. The last seven years in particular have seen a steady decline in the number of heart disease deaths in women—from 1 in 3 to 1 in 4 women. Deaths have gone down in each of the seven years from 1999 to 2006, a consecutive yearly decline which has not occurred before. Awareness among American women that heart disease is the #1 killer of women increased to 57 percent, up from 34 percent in 2000 (AHA survey date, 2006); The survey also showed that women's knowledge about their personal risk of heart disease is associated with increased action to reduce their risk (Journal of Women's Health, 2007). A further indication that awareness is moving in the right direction is a 2009 survey sponsored by Diet Coke, on behalf of The Heart Truth, which showed that 69 percent of women identified heart disease as the leading cause of death for women. The Red Dress^® is also gaining momentum; 68 percent of U.S. adult women recognize the Red Dress as the symbol for women and heart disease awareness less than seven years after its introduction by The Heart Truth (survey conducted by Diet Coke, on behalf of The Heart Truth, March 2009).

In addition, The Heart Truth and its Red Dress have amassed an impressive list of results:

• Since the campaign’s inception, 39 corporate relationships were formed, enabling the campaign to reach tens of millions of women through advertising, in-store promotions, events and visibility on product packaging.  For example, during the 2008 and 2009 Oscars telecasts, Diet Coke promoted its partnership with the campaign via advertising valued at more than $40 million that reached tens of millions with messages about women and heart disease.  Corporate sponsors have made possible the campaign’s seven Red Dress Collection fashion shows and 25 Road Show events.
  
  Since 2003, The Heart Truth and the Red Dress symbol have been promoted on 2.65 billion product packages, including “yellow box” Cheerios, 8th Continent Soy Milk, Celestial Seasonings teas and Diet Coke. Other results from corporate partnerships include: national newspaper insert advertisements with a combined circulation of 590 million; more than 1.7 million Red Dress pins purchased and distributed by partner organizations; print public service advertising placements by media partners totaling roughly 500,000 and 25 million media impressions.
• Women-targeted and health-focused coverage in major national and local media totals nearly 3 billion impressions to date. Television PSAs garnered nearly 206 million impressions in one year; radio PSAs gained close to 187 million impressions during their first two months; and airport dioramas currently appear in approximately 22 major airports.
• Color PSAs have been placed in InStyle, Real Simple, Essence, ELLE, Health, Heart & Soul, BabyTalk, Parenting, People en Español and Balance.
• More than 1.7 million Red Dress Pins and more than 3 million total Heart Truth materials have been sold/distributed to date.
• The American Heart Association adopted the Red Dress and introduced a complementary campaign in February 2004.
• Founding Ambassador, Mrs. Laura Bush, participated in more than 20 Heart Truth events, including hosting two White House events — the 2004 American Heart Month kickoff and a reception in February 2008 to salute the fashion industry's support of The Heart Truth.
• The First Ladies Red Dress Collection, featuring red dresses/suits from all seven of America's living First Ladies, with an exhibit at The John F. Kennedy Center for the Performing Arts in Washington, DC during May 2005; at the Ronald Reagan Presidential Library and Museum from February to May 2007; and at the National First Ladies Library from November 2008 to May 2009.
• From 2003 to 2009, The Heart Truth was brought to communities across the country through more than 350 targeted campaign initiatives such as road shows, single city events and the First Lady’s activities.  The Heart Truth Road Show, a traveling educational exhibit featuring a display of designer red dresses, educational materials and free heart health screenings, reached tens of thousands of women.
• The Heart Truth Champions program has trained and equipped health educators and women's health advocates across the country as Heart Truth Champions in their local communities.
• Health provider exhibits at 25 professional conferences have reached more than 275,000 health professionals.

^® Registered trademarks of HHS

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