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