NEW YORK—The American Heart Association has retained Hill & Knowlton to launch its national GoRed For Women campaign. The firm will implement an awareness and educational program to educate women about their risk for heart disease throughout 2004.
The Go Red For Women campaign is designed to raise women’s awareness of the magnitude of heart disease, and more importantly, change behavior that will promote healthier hearts.
“We looked to hire a firm with solid consumer and healthcare marketing and public relations experience coupled with creative flair,” said Robyn Landry, vice president of communications for The American Heart Association. “We were especially attracted to the company’s proven track record in understanding and implementing diversity marketing.”
· Hill & Knowlton will draw on its prior experience in cause-related marketing, including work with the Ford Motor Company’s Tied to the Cause and Blue Oval Certified Commitment to Kids programs.