WASHINGTON, D.C.—The National Heart, Lung, and Blood Institute has asked Ogilvy Public Relations Worldwide to continue its management of The Heart Truth public awareness campaign for another three years. The selection of Ogilvy follows a comprehensive agency review process. The firm has led the initiative, which focuses on heart disease as the number one killer of women and includes the now famous “red dress” symbol, for the past three years.
Led by Jennifer Wayman, senior vice president and group director of social marketing, the $4.9 million, three-year contract will be based in Ogilvy PR’s Washington office.
“NHLBI is very pleased to continue its work on The Heart Truth campaign with Ogilvy PR,” said Ann Taubenheim, PhD, project officer and coordinator for the NHLBI Women’s Heart Health Education Initiative. “The firm has helped to lead a tremendously effective campaign over the past three years, and we anticipate continued success during the new contract period.”
Highlights of the past three years include introduction of the red dress as the national symbol for women and heart disease awareness, a groundbreaking partnership between NHLBI and the fashion industry at New York’s Fashion Week, First Lady Laura Bush serving as the campaign ambassador, and numerous partnerships with national and local community organizations.
The next phase of the campaign will include continued efforts to advance the Red Dress and an increased focus on reaching women of color with The Heart Truth.