World Heart Day
What they asked us to do...
World Heart Day is arguably the most successful, consistent and focused global campaign against heart disease and stroke. The campaign, run by the World Heart Federation with Cohn & Wolfe Geneva, is now in its eighth year. It was created to increase public awareness of heart disease and stroke and the importance of a heart-healthy lifestyle, so that people, especially in the developing world, can live longer and better lives. Each year, World Heart Day is themed and the 2006 campaign asked “How Young is Your Heart?” to emphasise how hearts can age more slowly if risks are reduced. In 2006 events involving tens of thousands of people took place in over 100 countries, with 619 million OTS reached via the media and 4 million via the website.
What we did...
The cost-effective and educational campaign was centrally developed and provided as a kit to all World Heart Federation members (189) for local adaptation and implementation. Visuals were given as templates and campaign key messages and content for media relations were provided for easy adaptation by local members and campaign consistency.
Our results...
The strategy was to build on the activities from previous years, capitalizing on the momentum and consumer awareness already established. In addition a high profile, appropriate celebrity was secured for support (Fabio Cannavaro, captain of the Italian FIFA World Cup champions), a new appealing central visual was developed to support various aspects of the campaign, and strong news media content was sourced from desk research as commissioning original research was beyond budget. The campaign was also run via the pan-regional media and United Nations press corp. For more information visit www.worldheart.org