What do you think of when

you hear

HEART DISEASE?

A National Awareness Campaign for Women About Heart Disease ( )

CREATEDby

Public Relations Worldwide

with

CAMPAIGNpurpose o  Increase awareness that heart disease is

the #1 killer for women

o  Increase awareness of the risk factors that can lead to heart disease, disability and death

o Encourage women to talk to their doctors and take action to control these risk factors

theHEARTtruth o The #1 killer of women is HEART

DISEASE

o  In 2000, only 34% of women knew this…

o ONE in THREE women dies of heart disease.

o That’s EIGHT times more than breast cancer

Stroke82,000* Lung

Cancer71,000** Breast

Cancer41,000**

Chronic Obstructive Pulmonary Disease65,000*

0

50,000

100,000

150,000

200,000

250,000

300,000

350,000

400,000

HeartDisease315,000*

NU

MB

ER O

F D

EATH

S*

CAUSE OF DEATH

LEADING CAUSES OF DEATH FOR

AMERICAN WOMEN (2006)

One in four women dies from heart disease. It’s the #1 killer of women, regardless of race or ethnicity. It also strikes at younger ages than most people think, and the risk rises in middle age. And, two-thirds of women who have heart attacks never fully recover.

To learn more, visit www.hearttruth.gov Numbers of deaths rounded to the nearest thousand.*As reported by CDC (2006)**As reported by the American Cancer Society (2006)

™ The Heart Truth logo is a trademark of HHS. ™ The Heart Truth logo is a trademark of HHS.

Number of Risk Factors

4 times the risk

6 times the risk

8 times the risk

10 times the risk

2 times the risk

12 times the risk

The major controllable risk factors for heart disease are high blood pressure, high cholesterol, diabetes, smoking, overweight/obesity, and physical inactivity.

No riskfactors

1 riskfactor

2 riskfactors

3 or more risk factors

LEVE

L O

F H

EART

DIS

EASE

RIS

K

To learn more, visit www.hearttruth.gov

Source: National Heart, Lung, and Blood Institute (2006)

Many women don’t realize that their risk for heart disease significantly increases based on the number of risk factors they have. This chart shows the dramatic rise in the level of heart disease risk for each added risk factor.

HEART DISEASE RISK FACTOR “MULTIPLIER EFFECT” IN MIDLIFE WOMEN

STRATEGICapproach o Targets women ages 40-60 primarily

o Secondary target is women ages 18-39

o National marketing

o Media relations

o Public service campaign

o  The red dress is the focus.

integratedMARKETINGcommunications

o A management concept that is designed to make all aspects of marketing communication such as advertising, sales promotion, public relations and direct marketing work together as a unified force, rather than permitting each to work in isolation.

integratedMARKETINGcommunications

WHY? Shifts have taken place

o  From media advertising to multiple forms of communication.

o  From mass media to more specialized (niche) media o  From a manufacturer-dominated market to a retailer-

dominated, consumer-controlled market. o  From general-focus advertising and marketing to

data-based marketing. o  From low agency accountability to greater agency

accountability, particularly in advertising. o  From limited Internet access to 24/7 Internet

availability and access to goods and services.

WHYred? o Strong emotional link

o “Every woman looks beautiful in a red dress”

o Meanings…

o pain, passion, blood

o lust, passion, love, and beauty

o courage and sacrifice

o warning

HEART DISEASE oesn’t CARE WHAT YOU WEAR

Mannequins Courtesy of Rootstein Mannequins, www.rootstein.com. Red Dresses Photographed by Thomas Card for The Heart Truth®.

I T ’ S T H E # 1 K I L L E R O F W O M E N

Being a woman doesn’t protect you from heart disease. Try these risk factors on for

size: Do you have high blood pressure? High blood cholesterol? Diabetes? Are you inactive? Are you a

smoker? Overweight? If so, this could damage your heart and lead to disability, heart attack or both.

Talk to your doctor to get answers that may save your life. The truth is, it’s best to know your risks and to

take action now. www.hearttruth.gov

®, ™ The Heart Truth, its logo and The Red Dress are trademarks of HHS.

whatTHEYdid o Educational and marketing materials...o A Website

o Partnerships with nonprofits

o Tools for women

whatTHEYdid o National public service advertising

whatTHEYdid o National public service advertising

I T ’ S T H E # 1 K I L L E R O F W O M E NThese women know The Heart Truth®—no matter how great you look on the outside, heart disease can strike on the inside.

And being a woman won’t protect you.

Try these risk factors on for size: Do you have high blood pressure? High blood cholesterol? Diabetes? Are you

inactive? Are you a smoker? Overweight? If so, this could damage your heart and lead to disability, heart attack, or both.

The Red Dress® is a red alert to take heart disease seriously. Talk to your doctor and get answers that may save your life.

The Heart Truth is, it’s best to know your risks and take action now. www.hearttruth.gov

oesn’ H E A R T D I S E A S E

C A R E W H A T Y O U W E A R

®, ™ The Heart Truth, its logo, The Red Dress, and Heart Disease Doesn’t Care What You Wear—It’s the #1 Killer of Women are trademarks of HHS.

THE TRUTH ISN’T PRETTY. MORE

WOMEN DIE OF HEART DISEASE

THAN ANY OTHER DISEASE.

We’re good at caring for our bodies — the parts we

can see. But what about what’s inside?

Do you have high blood pressure? High blood

cholesterol? Diabetes? Are you inactive? Are you a

smoker? Overweight? If so, this could damage your

heart and lead to disability, heart attack, or both.

It’s critical to care about heart disease. Talk to your

doctor to get answers that may save your life. The

truth is, it’s best to know your risks and to take action

now. www.hearttruth.gov

Y O U R S K I N C A R E .

Y O U R H A I R C A R E .

Y O U R N A I L C A R E .

Y O U R heart. . . C A R E ?

The Heart Truth and Red Dress are trademarks of DHHS.

Being a woman doesn’t protect you from heart disease. Try these risk factors on for size: Do you have high blood pressure? High blood cholesterol? Diabetes? Are you inactive? Are you a smoker? Overweight? If so, this could damage your heart and lead to disability, heart attack, or both.

Talk to your doctor to get answers that may save your life. The truth is, it’s best to know your risks and to take action now. www.hearttruth.gov

H E A R T D I S E A S E oesn’t C A R E W H A T Y O U W E A R

I T ’ S T H E # 1 K I L L E R O F W O M E N

®, ™ The Heart Truth, its logo, The Red Dress, and Heart Disease Doesn’t Care What You Wear—It’s the #1 Killer of Women are trademarks of HHS.

El hecho de ser mujer no te protege de las enfermedades del corazón. Mídete estos factores de riesgo para ver cómo te quedan: ¿Tienes presión sanguínea alta? ¿Colesterol alto en la sangre? ¿Diabetes? ¿No haces ejercicio? ¿Fumas? ¿Estás sobrepeso? Si tienes alguno de ellos, podrías poner en riesgo tu corazón, quedar incapacitada, tener un ataque al corazón o ambos.

Habla con tu médico para obtener las respuestas que podrían salvar tu vida. La verdad es que es mejor conocer los riesgos y tomar las medidas necesarias ahora. www.hearttruth.gov

A L C O R A Z Ó N o L E I M P O R T A C Ó M O T E V I S T E S

L A S E N F E R M E D A D E S D E L C O R A Z Ó N S O N L A PRINCIPAL CAUSA DE MUERTE ENTRE LAS MUJERES

®, ™ The Heart Truth, su logotipo y The Red Dress son marcas registradas de HHS.

whatTHEYdid •  PartnershipwithGLAMOUR–  (for3yrs)

whatTHEYdid •  FASHIONWEEK!– Since2003

whatTHEYdid •  FASHIONWEEK!– Since2003

whatTHEYdid •  FirstLadyLauraBush– 2003,2004,2005

whatTHEYdid •  CorporateSponsors– DietCoke

HEARTTRUTHevents o More than 100 local events

o National Wear Red (Feb. 6, 2004)

o Heart Truth Road Show

o Red Dress Pin for Mother’s Day

o Women’s Heart Day

o Communities of Color Press Event

o Healthy Action Badge

o Faith-based events

HEARTTRUTHtimeline o Timeline of their 7+ years of work

HEARTTRUTHawards 2009

•  SilverClio,Finalist,ConsumerPublicRelaSons,TheHeartTruthCampaignandRedDressProject•  2008•  GoldSABRE,Finalist,SpecialEven(Morethan7days),FirstLadiesRedDressCollecSonExhibitSponsoredbyQuaker•  2006•  PRSA,BronzeAnvilAwardsofCommendaSon,FirstLadiesRedDressCollecSon•  WebMarkeSngAssociaSon's2006InternetAdverSsingCompeSSonAwardforBestGovernmentOnlinead•  2005•  NaSonalInsStutesofHealth,Director'sAward•  DepartmentofHealthandHumanServices,Secretary'sAward•  PRSANaSonalCapitalChapter,ThothAwardforAdvertorial•  GoldSABRE,SpecialEvent(Morethan7Days),FirstLadiesRedDressCollecSonPremiersatTheKennedyCenter•  GoldSABRE,Finalist,SocialMarkeSngCategory,TheHeartTruthCampaignandRedDressProject•  PRWeek,Finalist,PublicSectorCampaignoftheYearfor2005•  2004•  PRSASilverAnvil,PublicServiceCampaignoftheYearfor2003•  PRSASilverAnvilAwardofExcellence,IntegratedCommunicaSons•  PRSABronzeAnvil,TheHeartTruthTVPSAs•  PlaSnumSABRE,BestinShowandBestCampaignoftheYearfor2003•  GoldSABRE,MarkeSngtoWomenCampaignoftheYearfor2003•  PRWeek,PublicSectorCampaignoftheYearfor2003•  PRWeek,BestinShowFinalist•  PRSANaSonalCapitalChapter,ThothAwardsforPressKits/MediaKits•  PRSANaSonalCapitalChapter,ThothAwardsforDirectMail/DirectResponse•  PRNews,PlaSnumPRAwardsinMediaRelaSons•  PRNews,PlaSnumPRAwardsinMarkeSngCommunicaSons•  BulldogMediaRelaSonsAwards,BestinShowandGoldawardsinthefollowingcategories:Health,MedicineandFitness;Non‐profit;andPublicService•  Woman'sDay'sinauguralRedDressAwardtoNHLBIandOgilvyPublicRelaSonsWorldwideforTheHeartTruthandcreaSonoftheRedDressasthenaSonalsymbolforwomenandheart

disease•  NaSonalAssociaSonofGovernmentCommunicators,BluePencilAward,BestPromoSonalCampaignoftheYearfor2003•  NaSonalInsStutesofHealth,3PlainLanguageAwards,forcampaignfactsheets•  2003•  WomenHeart'sWengerAwardforCommunicaSonsExcellence,TheHeartTruth•  TellyAward,PublicServiceCategory,TVPSA,"Jackie"•  PRSANaSonalCapitalChapter,ThothAward,TVPSAs•  PRSANaSonalCapitalChapter,CerSficateofExcellence,TheHeartTruthforWomenvideo•  OgilvyPublicRelaSonsWorldwideProfessionalAchievementAwardsforTheHeartTruthCampaign,BestinShowandBestHealth&MedicalCampaign

HEARTTRUTHresults o Awareness: up to 57% in 2004

o 3 billion+ audience impressions

o 1.7 million Red Dress pins

o 39+ corporate relationships

o During the Road Show 4,000 were screened

o Brand was recognized

HEARTTRUTHresults o Deaths decline

o promoted on 2.65 billion product packages

o print public service advertising: roughly 500,000 and 25 million media impressions

Do you think it was effective?

DISCUSSIONquestion Matthew 6:6

But when you pray, go into your room, close the door and pray to your Father, who is unseen. Then your

Father, who sees what is done in secret, will reward you.

Does that mean PR isn’t lined up with our

beliefs?

publicRELATIONSinfo o For more case studies...