AHA taps Edelman to take Go Red effort to next level

DALLAS: The American Heart Association (AHA) has chosen Edelman for its Go Red for Women campaign.

DALLAS: The American Heart Association (AHA) has chosen Edelman for its Go Red for Women campaign.

Edelman bested 12 agencies for the business. The firm will oversee branding, media, events, promotions, and online marketing efforts. The overall marketing budget is $1.5 million.

"It's an incredibly exciting piece of business with a major public health impact," said Susan Isenberg, EVP and GM of the New York health practice. "There are a lot of new elements that we're introducing. Our job is to bring it to the next level."

The AHA launched the Go Red campaign in February 2004 to promote the message that heart disease is the leading cause of death for women.

Surveys from Harris Interactive show that the campaign has indeed made inroads in increasing awareness.

But last year, AHA publicized a study in its peer-reviewed journal Circulation showing that only 13% of women believe that heart disease is their greatest health concern.

Isenberg noted that a key objective would be to help women understand their own personal risk.

"Women just don't think of themselves and heart disease," Isenberg said. "Women haven't really focused on it as a disease."

Cone continues to oversee strategic marketing and development for all the AHA's cause marketing campaigns, which include Go Red for Women. The agency handled some of the execution and media outreach last year.

The Go Red campaign includes events like fashion shows, National Wear Red Day, celebrity spokespeople, and product promotions.

Isenberg noted that the task for Edelman would be a wide-ranging one.

"They really look at PR and communications very broadly," she said about the AHA.

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