In 2003, the $ 654 million American Heart Association (AHA) Cone, Inc. approached (a brand and communications agency) to develop a sponsorship strategy that would raise $ 75 million over three years. Within 12 months, the AHA has the very successful Go Red For Women campaign to help women understand their risk for heart disease. But Go Red was more than a fundraising vehicle. It excites the AHA and its 22 million volunteers and possibly triggered a long-term motion focuse … Read more »

In 2003, the $ 654 million American Heart Association (AHA) Cone, Inc. approached (a brand and communications agency) to develop a sponsorship strategy that would raise $ 75 million over three years. Within 12 months, the AHA has the very successful Go Red For Women campaign to help women understand their risk for heart disease. But Go Red was more than a fundraising vehicle. It excites the AHA and its 22 million volunteers and possibly triggered a long-term movement of women and the prevention of heart disease focus. Traces the development of the relationship between the cone and the AHA and the development of the Go Red For Women campaign. Challenges students to assess the success of Go Red and its impact on the AHA and its goals. Includes three other health AHA initiatives and issues the appropriate role for the AHA and cause marketing with a summary.
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V. Kasturi Rangan
Source: Harvard Business School
21 pages.
Publication Date: Sep 21, in 2006. Prod #: 507026-PDF-ENG
Go Red For Women: Raising Heart Health Awareness HBR case solution

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