World Heart Day: be Pro-activ for prevention
September 30, 2007
World Heart Day: be Pro-activ for prevention
MILAN - On September 30th, World Heart Day was celebrated in more than 100 countries. In Italy, for the third year in a row, Cohn & Wolfe Milan has taken Pro-activ - the cholesterol lowering mini-drink yoghurt containing plant sterols - down the streets to deliver important prevention messages to Italian public.
“Love your heart” has been the concept idea behind the initiatives which included free cholesterol tests, nutritionists’ tips, soft music, body massages, chesses and other games. Throughout the day people were offered free cholesterol tests, Pro-activ minidrinks and fresh fruits from C.I.A (Italian Farmers Confederation).dressed with Pro-activ free samples.
Pro-activ took also part to a public conference giving a speech on the role of nutrition in cardiovascular prevention and offered a popular Italian band concert.
Finally, thousands people got a cholesterol test as well as experienced the product. A total of 50 pieces of coverage appeared both in national and local press as well as in national and local TV.
With this initiative the Cohn & Wolfe team for Pro-Activ (Barbara Castelli, Giulia Perani and Valentina Sargenti) perfectly reached three key objectives:
- establish a direct contact with consumers and increase brand awareness while affirming Pro-activ commitment to cardiovascular prevention related matters;
- increase people awareness on the role of nutrition as source of health while promoting the product;
- generate Pro-activ media exposure.