The effort is part of the annual summer PR push for the “Go Red for Women” campaign, a national heart disease campaign that targets women aged 35 to 54 years old, said Megan Lozito, senior manager of cause communications for the American Heart Association (AHA).
The "BetterU" campaign launched June 1.
“We really wanted to strengthen the social media outreach for this, seeing the program is entirely online,” she said. “We want everything to be a click away.”
Because Better U is an online program that provides tools for women to improve their health through nutrition and fitness, the PR team focused its strategy on online outreach because it allows women an easy "one-click away" method to register for the program, Lozito added.
The campaign tapped actress Jennie Garth; Andrea Baptiste, a contestant on "The Biggest Loser"; and Dr. Jennifer Mieres, director of nuclear cardiology at New York University, as its celebrity and expert spokeswomen. It also introduced four female bloggers who will participate in the program and blog about the experience.
“We thought that their blogs spoke to women in a real way,” said Lozito. “Everyone who goes to that blog is invested. They're there for a reason. They're all rallied around a cause.”
It's the first time that the “Go Red for Women” campaign brought in female bloggers to promote a program or the cause. Information about the BetterU program has been added to the “Go Red for Women” campaign's presence on social media sites like Facebook.
Edelman, AOR for the campaign, is providing support. PR budget was not disclosed.