GO RED FOR WOMEN: RAISING HEART HEALTH AWARENESS 5
GoRed for Women: Raising Heart Health Awareness
GoRed for Women: Raising Heart Health Awareness
of the case
KathyRogers the vice president, corporate relations at the American HeartAssociation had to look for an alternative way of marketing theassociation, and the best way of doing this was by looking forsomeone to help her organization to sell the corporations. Eventhough Carol Cone the CEO of Cone Inc., was at first reluctant to dothis, Kathy was able to convince her to help her bring out the visionof the association. She was to help her raise $75 million in threeyears to help run the organization (Rangan, 2007). This cooperationsaw the birth of the Go Red for women initiative. Later, through thepartnership, they saw the need to address other areas such aschildhood obesity, physical inactivity by adults and strokeprevention among African-Americans.
Forthe program to be successful, the team figured out that that had tofind a point of focus that would attract the attention that the groupneeded to get funding, and this was when they identified the area ofwomen and heart disease as the ultimate cause. The team came up witha course platform aimed at raising awareness among women about heartdisease. The group chose the month of February to raise awarenessabout heart disease among women where the red color was selected tobe the theme color (Rangan, 2007). Through the go red for womeninitiative, the American Heart Association was able to raiseawareness amongst women as well as raise funds that surpassed theirtargets.
WhenKathy first approached Cone for the branding of the American HeartAssociation, Cone was reluctant at first because, her company did notwork with non-profit organizations. Kathy was looking for a way toraise additional funds, the only way to do this was through gettingcorporate sponsorships, and the only person she knew could help inthis was Cone. By getting corporate sponsors, the organization couldraise funds to cater for its budget.
Therewere challenges when it came to achieving this, as AHA had to ensurethat there was a mission alignment between the sponsoringorganization and the group. Although this alignment was important,the group had to be careful with too much alignment, as problems ofconflict of interest would arise. On the other hand, in the case oflow mission alignment, there would be limited benefits out of such apartnership.
TheGo Red for women initiative was a great success for both the AmericanHeart Association as well as Cone Inc. The initiative was able toraise awareness of heart disease amongst women and otherstakeholders. Before the Go Red Initiative, there was a generalignorance about the condition among women. The physicians did not putmuch emphasis on the condition, and most women did not even know thatit was something that they ought to have been concerned about. Afterthe initiative, people talked more openly about it and thus we couldsay that the initiative created the necessary awareness.
Secondly,through the initiative, AHA was able to raise the funds that itneeded to through corporate sponsorships. This marketing strategyworked well to bring to the attention of many people about the needfor concern for heart diseases amongst women (Burrow &Bosiljevac, 2009).
Amovement is a group of people working together towards shared social,political or artistic ideas, whereas a campaign is about an organizedcourse of action to achieve a means. A campaign is more focused on aparticular goal and purpose, and all that is done is done towardsachieving that goal (Burrow & Bosiljevac, 2009).
Thereare times when both words are used interchangeably. However, it isimportant to note that there are times when one means is moreappropriate than the other is. A campaign is appropriate for ashort-term cause where one needs to achieve a certain specific goal.A movement, on the other hand, will be appropriate when what onewants to achieve a long-term purpose. Like, in this case, a movementlike the one by the AHA is necessary, as it is a continuing processdealing with social problems.
Justas Kristian Darigan noted, the factor that made Go Red a success canbe a basis for addressing problems dealing with physical inactivityin adults, Childhood Obesity and Stroke in African Americans (Rangan,2007). These are problems that lead to heart diseases and eventuallyin deaths that would otherwise have been prevented. AHA should firstbegin with getting the appropriate persons on board to be able tocreate awareness.
Thehealth care providers, the government, and corporate associations aswell organizations targeting women will form the cause-marketingplatform for AHA to sell its agenda to the people as well as raiseawareness about the issues and the risks. The more the people areaware of the risks brought about by the lifestyles they lead, thebetter they can prevent the problems from occurring. By taking thecourse, the organization will be able to deal effectively with thesechallenges.
Burrow,J., & Bosiljevac, J. (2009). Marketing.Mason, OH: South-Western Cengage Learning.
RanganV. K., Bell M., (2007). GoRed For Women: Raising Heart Health Awareness. HarvardBusiness School,9-507-026.