The NHLBI, now in its fifth year with the Heart Truth Campaign, seeks to raise US women's awareness that heart disease is the number one killer of females.
"[We want] to create a sense of urgency for women to take it personally and seriously," says Jennifer Wayman, SVP in Ogilvy's social marketing practice.
Idea: The Red Dress, the national symbol for women and heart disease awareness, carries the message "Heart Disease Doesn't Care What You Wear - It's the #1 Killer of Women." "The red dress was a way to make it uniquely feminine for women and tie it to something that women are so intrinsically interested in, which is fashion," Wayman says. To further the correlation with fashion, the team timed the launch of this year's campaign with Fashion Week.
Tools: The Red Dress Collection 2007 fashion show on February 2 will feature more than 20 "celebrated women," including Angela Bassett, Billie Jean King, Rachael Ray, and Kelly Ripa, all of whom were scheduled to walk the runway in dresses donated by America's top designers. Following the show, the 2007 Red Dresses will be displayed at Top of the Rock in New York's Rockefeller Center and at the Ronald Reagan Presidential Library and Museum in DC, which will showcase the First Lady's Red Dress Collection. Individuals trained as Heart Truth Champions will talk about the topic with women in their community. In addition, General Mills will feature the campaign on 40 million boxes of Cheerios.
Measurement: Wayman says the team will track the campaign's success three ways: media buzz, awareness of the Red Dress as a national symbol for women and heart disease, and awareness of heart disease as the number one killer of women.
Organization: National Heart, Lung, and Blood Institute (NHLBI)
Campaign: The Heart Truth Campaign 2007
PR team: Ogilvy Public Relations Worldwide
Launch: February 2
Budget: Estimated six figures