NEW YORK—Edelman has been selected to provide strategic marketing and public relations management of the American Heart Association’s Go Red for Women movement after a competitive review process involving 12 firms. Boston-based Cone, which helped design and implement the award-winning “red dress” campaign, will continiue to provide counsel to AHA on key issues.
The Go Red for Women movement is the American Heart Association’s national call-to-action aimed at awareness of cardiovascular disease as the the number cause of death for women and empowering women to take better care of their hearts. The overall campaign has an annual public relations budget of around $1.5 million.
Blue, Edelman’s advertising arm, together with the Edelman account team has already implemented creative design elements to overhaul Go Red’s look-and-feel which will be launched during American Heart Month in February 2006. Edelman has also developed a comprehensive communications and marketing plan to continue transforming the Go Red campaign into a national movement.
“The Go Red movement is all about women and what they love: fashion, culture, and their hearts,” says Kathy Rogers, vice president of cause initiatives and integrated marketing of the American Heart Association. “It also represents the acute urgency to make women aware of the risks of heart disease, and that’s why we chose Edelman.
“Edelman is developing an integrated marketing and PR plan to drive awareness and empower people to get involved in the movement. Go Red’s new look is one example of how this relationship will help us achieve and exceed our goals.”
The account will be based in New York with support from Blue, Edelman Entertainment Marketing and Edelman Dallas.