Go Red for women 2009

Abstract

Go Red For Women is a health campaign initiated by the American Heart Association and was adopted by the Singapore Heart Foundation in 2005. In Singapore, the campaign aims to promote awareness that heart disease and stroke is the number one killer of women. This report discusses the marketing strategies introduced by the authors from Nanyang Technological University (NTU) in collaboration with the Singapore Heart Foundation for the 2009 Go Red For Women campaign. The authors were able to create a sustainable campaign that doubled the awareness level amongst young, working women in Singapore that heart disease and stroke is the number one killer of women by the end of February 2009. This report includes research that shaped the communication plans, strategies, execution and an evaluation of the final campaign.