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Campaign: Heart and stroke risk factors – self-intervention

Client: Heart and Stroke Foundation
WPP company: Ogilvy, Toronto

In Canada, 32% of male and 34% of female deaths are due to cardiovascular diseases including heart diseases and stroke. The Heart and Stroke Foundation works towards eliminating heart disease and stroke through research and the promotion of healthy living.

Ogilvy Toronto was asked to design a media campaign which would help to shatter the myths and complacency surrounding stroke and heart disease, and encourage people to adopt healthier behaviour.

The ‘Self-intervention’ TV campaign, which ran from March-June 2007, encouraged audiences to visit the website: www.heartandstroke.com, where they were able to complete a heart and stroke risk assessment, learn about the diseases and receive email coaching to help them improve their lifestyle.

Audience responses to the campaign were extremely positive, with website hits more than doubling compared to the prior campaign and survey completion rates showing impressive increases.