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
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
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