The American Heart Association (AHA) launched its Go Red for Women campaign 15 years ago when Kathy Rogers, AHA’s EVP for the Western States Affiliates, was charged with creating a consumer- and patient-facing campaign that would change the way we think about heart health. Did she ever!
Since Go Red for Women launched, it has helped more than 2 million women learn their personal risk of developing heart disease by taking the Go Red Heart CheckUp; generated 5 billion media impressions; helped the American Heart Association raise nearly $660 million in 2017; been featured as a Harvard Business School case study; and saved more than 627,000 lives.
Download to hear insights on:
- How you can change popular perception of a cause—such as linking heart disease with women, not just sterile lab coats
- Ways the social impact landscape has changed in the 15 years since the first Red Dress appeared
- How to keep a long-term campaign fresh without compromising the relationships that build it
- Creating interest and awareness around a topic most people try to avoid (until too late). Hint: it involves unlikely pairings and challenging the status-quo at every level.
Don’t miss this rare peek behind-the-scenes into the creation of a movement, as Kathy Rogers shares how she worked from the grassroots to the grass-tops to turn a fashion icon into an icon of women’s heart health.
Resources + links
- Go Red for Women
- Harvard Business Review Case Study
- Project Baseline—Research Goes Red
- CVS Go Red
- Kathy Rogers on LinkedIn
- Kathy Rogers on Twitter
- What Kathy’s Reading:
- Leadershift, John Maxwell
- Becoming, Michelle Obama
- Be Fearless, Jean Case
