To reposition itself, the American Heart Association launched its first national cause campaign, Go Red for Women, designed to engage women around the issue of heart disease.
The 2009 campaign resulted in:
- 14 billion media impressions.
- 96% of women took action after registering on GoRedForWomen.org.
- 1.4 million women logged in their check-ups on GoRedForWomen.org.
- 65% of women are now aware of heart disease as the #1 killer.
The PR team aimed to generate awareness that heart disease is the number-one killer of women by driving females to GoRedForWomen.org. The effort also sought to accelerate fundraising for education, scientific outreach, and media outreach, with a goal of raising from $180 million to $200 million by 2010. PR Week awarded the recognized the campaign as Nonprofit Campaign of the Year.