Launching a movement to fight heart disease in women, we put a new face on an issue often mistaken for a concern of older men.
what we did
In working with the American Heart Association (AHA), the largest voluntary health organization fighting heart disease, Cone crafted a solution that would infuse more passion and emotion into the brand via the creation of the organization’s first national cause campaign, Go Red For Women.
Built to launch a movement to fight heart disease in women, the campaign put a new face on an issue often mistaken for a concern of older men. For this, the team designed a variety of events and experiences to invite people into a deeper, more meaningful relationship with the American Heart Association.
HOW WE MADE A DIFFERENCE
- 50% of consumers named Go Red for Women as the #1 cause movement important to them
- More than 2.25 billion media impressions generated from national and local coverage
- 45 countries around the world adopted the campaign and conducted awareness activities
- Became increasingly integrated into popular culture as evidenced by the appearance of Go Red
Barbie, a Go Red Girl Scouts Patch, and Go Red presence on TV shows such as What Not To
Wear and Deal or No Deal
- Continues to be recognized as a marquis cause marketing program