The Spirit of Women Day of Dance brings dance troupes to malls and hospitals across America to promote heart-health awareness. Begun in 2005, the annual event combines an interactive program of dancing and informational instruction to provide education to women, along with health screenings.
For its second year, the Spirit of Women hospital network wanted to raise the event's profile to reach a wider range of women.
"Day of Dance was created for hospitals looking to hold one large, communitywide event as they planned the rest of their annual cardiovascular care outreach," says Joshua Davis, MD of Spirit Health Media. With the help of DiMilia Dai Public Relations, the network hoped to broaden the outreach of the campaign through national media placements and celebrity spokespeople, while allowing each hospital to plan its own grassroots events.
The PR firm recruited celebrities, including Patrick Swayze, as spokespeople and contacted national morning shows and long-lead women's magazines, securing placements in Self and Good Housekeeping. Locally, it provided participating hospitals with such tools as press releases and posters to publicize the day within their own communities. "You send out all these messages of awareness, but you're never sure if women [will] actually take action. We hoped to ensure it by going out on a national and a local level," says Tara DiMilia, founder of DiMilia Dai PR.
More than 31,000 people attended Days of Dance in 31 different markets. A phone survey determined that 27% of the attendees saw a doctor as a result of a screening at the event.
Spirit of Women will continue to expand the event, having lined up 19 more markets and dozens of dance school partnerships for 2007's Day of Dance.
PR team: Spirit of Women (Cleveland) and DiMilia Dai Public Relations (Flemington, NJ)
Campaign: Spirit of Women Day of Dance
Duration: September 2005 to February 2006
Budget: About $1 million