In 2006, 65 percent of American adults were overweight or obese, with the majority of cases resulting from increasingly sedentary lifestyles. Physical inactivity continued to be cited as a leading risk of heart disease and stroke. But, new research showed that even moderate amounts of activity, in any form, could have an enormous impact on quality and length of life. Acting on this information, the American Heart Association (AHA) prioritized “adult inactivity” as an issue to combat and joined with our team at Cone to design a modern, multifaceted and compelling solution to create awareness, raise funds and engage adults in healthy behaviors. The result was Start! – a movement designed to reach adults by focusing on simple lifestyle changes and providing innovative tools and resources to implement these changes. Start! promotes walking as the gateway activity to living longer, stronger, healthier lives.
This month, as AHA launches the fifth anniversary of the incredible Go Red for Women campaign, please do get engaged and be inspired as they introduce a new reality TV special, roll-out hundreds of Go Red for Women Luncheons across the country and rally women to take the Go Red Heart Check Up. And then, check out Start!.
In just one year, Start! Looks to be the next BIG thing for AHA, having already raised upwards of $100M, including the signing of national sponsors Healthy Choice, Subway and AstraZeneca; engaged more than 15,000 companies in the Start! Heart Walk; and helped encouraged more than 50 percent of registrants to be more active, more nutritiously, since joining Start! The momentum behind AHA and Start! is truly unprecedented by any nonprofit cause standard.
- Kristian Darigan, Former Vice President, Cause Branding