the heart, lung, and blood institute developing the message strategy
TRANSCRIPT
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.