The 131st Annual Meeting (November 15-19, 2003) of APHA

Abstract #56719

Ann M. Taubenheim, PhD, MSN¹, Terry Long¹, and Jennifer JC Wayman, MHS². (1) Office of Prevention, Education, and Control, National Heart, Lung, and Blood Institute, 31 Center Drive, MSC 2480, Room 4A02, Bethesda, MD 20892-2480, (2) Health & Medical Practice, Ogilvy Public Relations Worldwide, 1901 L Street, NW, Suite 300, Washington, DC 20036, 202-452-9420, jennifer.wayman@ogilvypr.com

Heart disease is the #1 killer of women in the United States. Despite the high prevalence of heart disease, many women don’t realize they are at risk, even when they know they have risk factors such as smoking, high blood pressure, and high blood cholesterol. In response, the National Heart, Lung, and Blood Institute is sponsoring The Heart Truth, a national awareness campaign utilizing social marketing principles to build awareness of heart disease among women ages 40-60 and encourage these women to take steps to lower their risk. Based on extensive formative research and message testing with the target population, The Heart Truth campaign created and launched the Red Dress as the symbol for women and heart disease, signifying the message, “heart disease doesn’t care what you wear.” The campaign employs public service advertising to raise awareness, supported by numerous educational materials distributed in community settings through a diverse network of national and grassroots partner organizations. The campaign forged a partnership with the fashion industry to launch the Red Dress Project at Mercedes-Benz Fashion Week (MBFW) in New York. The project features a collection of red dresses contributed by leading fashion designers, a Red Dress pin designed by a high-profile accessory designer, and a model spokesperson. After MBFW, NHLBI and its partners will bring the initiative to local communities with a visual display of the dress collection in conjunction with heart disease education events for women. The formative research, target audience profile, and strategies of the campaign will be presented.

Learning Objectives:

At the conclusion of the presentation, the participant will be able to:
• Articulate at least three findings from the formative research process used to inform campaign strategy development;
• Identify at least three social marketing/health communication strategies for addressing a lack of awareness of heart disease among women.

Keywords: Heart Disease, Women's Health

Related Web page: www.nhlbi.nih.gov/health/hearttruth

Presenting author's disclosure statement:
I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.