Becel & The Heart Truth

HELP MAKEHELP MAKECANADA’SCANADA’S

HEARTS HEALTHIERHEARTS HEALTHIER

Most women don’t know…• There is a disease that kills more women than any other

• A disease that is within their power to control

• Risks can be prevented by up to 80% through lifestyle changes

• It’s time to wake up Canadian women to the Heart Truth and to inspire and empower them to take action to prevent heart disease.

Objectives:

1) Raise awarenesss

2) Educate women

3) Focus on preventative action

The Heart and Stroke Foundation’s The Heart Truth campaign

Advertisers in 1989

From telling to talking

Sid Lee’s winning cover design for Strategy’s 20th Anniversary issue

Advertisers in 2009

…the spark that ignites a movementand inspires women

to do one small thing to love their hearts

Becel invited women to gather for an intimate and interactive benefit concert to help stop a killer disease that affects all women.

Host Cheryl Hickey – “This concert is being simulcast LIVE to movie theatres across the country”

The Invitation

The Invitation

Sparking a Movement

On Pack

In Store

National PR campaign

Online Advertising

Celebrity VignettesDocumentary

One Small ThingOnline Community

TVC

Print

Celebrity Support

Celebrity Vignettes

Celebrity Vignettes

Sparking a Movement

On Pack

In Store

National PR campaign

Online Advertising

Celebrity VignettesDocumentary

One Small ThingOnline Community

TVC

Print

Celebrity Support

Documentary on Global

The Beat of Life

Documentary on Global

The Beat of Life

Campaign Awards

• Media Innovation Award: Gold• Cassie: award for outstanding marketing

effectiveness• Strategy Magazine Cause into Action Award: best

health awareness program• Sponsorship Marketing Award: Gold• Promo Award: best integrated campaign• Promo pack: best in show• W3 Web Video Content Award

Inspiring women 35-54 to love their

hearts

April 23, 2009

ResultsOverview of Results• Overachieved sales results by 70%; grew dollar and tonnage share

• Campaign scored 2.5 times higher than norm on branded recognition.

• Creative was highly motivating to purchase (63% above norm)

• Increased web traffic, registration, and achieve significant webisode views

• Raised awareness for the issue

2 minVideo

2 minVideo

We continue in 2010…

…with a new spark launching in the Academy Awards

We continue in 2010…

…with a new spark launching in the Academy Awards