Go Red For Women Brand Evolution

Transcription

1 Go Red For Women Brand Evolution Brand reasons we created Go Red Traditionally, heart disease was viewed by the public as a condition more often affecting men than women. Heart disease is the leading cause of death for women. American Heart Association research showed that only 13% of women considered it their greatest health risk. Only 40% of women believed that they were well informed about the disease and had limited understanding of its risk. Approximately 64% of women who died suddenly from coronary heart disease had no prior symptoms. In 2003, 61% of stroke deaths occurred in women, with African-American women at higher risk than Caucasian women. a nationwide movement around women and heart disease that celebrates the energy, passion, and power we have to band together and wipe out heart disease. 1

2 HOW FAR WE VE COME together Go Red For Women Kicks Off In 2004, recent surveys showed that only 30% of women knew that heart disease was their No. 1 killer, and the majority of physicians did not know that heart disease kills more women than men. Go Red For Women set out to make a change. Fist National Wear Red Day Event Each year on the first Friday in February, thousands come together to wear red and support the cause. The day has become a grassroots phenomenon, with participation from hospitals, small businesses, multi-national corporations, news broadcasters, individuals and even landmarks Going Red in honor of women s hearth health. First Go Red For Women Luncheons Held Go Red For Women Luncheons bring together influential women within local communities to learn about heart disease, and raise funds for heart disease research. Starting with only 65 luncheons, Go Red For Women now holds 180 fundraising luncheons nationwide each year, raising millions of dollars for the mission. Go Red For Women Goes Global Go Red For Women partners with the World Heart Federation to bring our cause to over 45 countries, including Australia, Chile, Switzerland, Singapore, Italy and South Africa. HOW FAR WE VE COME together First Casting Call Each year, Go Red For Women hosts a nationwide casting call to find real women to tell their heart stories for a chance to represent Go Red For Women as national spokeswomen for the movement. First Television Special Go Red For Women kicks off the first of three annual televised documentaries bringing the real faces of women and heart disease into living rooms across the country. Go Red Tu Corazon Launches at the Latin Grammys, Go Red Por Tu Corazon reaches Latina women and their families with tools and resources to fight heart disease through healthy eating. 1 Million Supporters Over 1 million women have signed up to show their support to fight heart disease for themselves and their families. Fundraising Milestones Go Red For Women passes the $200 million mark for fundraising, helping drive heart disease education and research. 2

3 Success Highlights Raising Awareness and Encouraging Women to Take Action Over 27 billion media impressions since % of consumers associate the Red Dress with AHA NBC television special - 87 markets in 2008, 140 markets in 2009, 100 markets committed for 2010 and still counting! 17,000 National Wear Red Day companies engaged 180 luncheons held nationwide Over 115,000 Go Red fans on facebook Over 30,000 in the Go Red BetterU program. $210 million raised since 2005 Industry awards include - PR News Hall of Fame (inducted 2010), PR Week s Nonprofit Campaign of the Year (2005,2009), Honorable Mention in the Healthcare category (2009), IPRA Golden World Award in the Media Relations category, two PRSA Silver Anvils in the Integrated Communications and Public Service categories (2009), a CLIO in the nonprofit category, and nominations for SABRE and CLIO healthcare awards. Brand awareness then vs. now Awareness of heart disease as the No. 1 killer of women now 54%, compared to 34% in 2000 (Go Red launched in 2004) Awareness of the Red Dress as a symbol of women and heart disease 43%; 85% associate the Red Dress with the AHA (29% in 2004, just after GRFW launched) Awareness of the Go Red brand 62% currently (essentially 0% before the campaign began, of course!) 3

4 Go Red Advocacy National Wear Red Day 4

5 Healthcare Go Red Better U Go Red Luncheons Cities Go Red 5

6 National Celebrity Go Red TV PR/Media Digital/Social Media 6

7 Go Red Corazon Beauty Shop Lounge Go Red Sundays 7