Go Red For Women Essay
Case Study Analysis: Go Red for Women
Cause-branding or cause-related marketing can be a risky endeavor for nonprofits, potentially sparking conflicts of interest and tarnishing nonprofits’ reputations.1 However, when executed carefully and strategically, as was done with the American Heart Association’s (AHA) Go Red for Women Campaign, the nonprofit can make a powerful impact. When moving forward on an adult inactivity campaign, AHA should consider lessons learned from Go Red: (1) the power of advertising and branding, and (2) the strategic selection of corporate sponsors.
Lesson #1: The Power of Advertising and Branding AHA initiated their relationship with Cone, Inc. because they were looking to participate in the cause-branding technique that has worked so well for other health-related causes. By outsourcing the planning and strategizing process to experts in brand strategy, Cone, Inc., AHA ensured that the Go Red campaign would take a marketing, branding, and advertising approach. The selection of the red dress logo became a recognizable symbol for Go Red. The local and national media coverage provided a place to provide education and awareness. However, AHA was able to support information advocated by the media coverage with “substantive scientific support and patient-education efforts” like the Physician’s Toolkit.2 …show more content…
Similar to the patient-education endeavors, AHA should provide adults with specific examples of physical activities they can participate in. In doing so, AHA should be mindful of addressing physical activities that would be easier (less stress on the body) for older individuals, who are the least active. A new logo for such a campaign would, of course, maintain its identifiable red color, but instead of a dress, the icon will consist of a sporty item (like gym shoes or a sports
Cause-branding or cause-related marketing can be a risky endeavor for nonprofits, potentially sparking conflicts of interest and tarnishing nonprofits’ reputations.1 However, when executed carefully and strategically, as was done with the American Heart Association’s (AHA) Go Red for Women Campaign, the nonprofit can make a powerful impact. When moving forward on an adult inactivity campaign, AHA should consider lessons learned from Go Red: (1) the power of advertising and branding, and (2) the strategic selection of corporate sponsors.
Lesson #1: The Power of Advertising and Branding AHA initiated their relationship with Cone, Inc. because they were looking to participate in the cause-branding technique that has worked so well for other health-related causes. By outsourcing the planning and strategizing process to experts in brand strategy, Cone, Inc., AHA ensured that the Go Red campaign would take a marketing, branding, and advertising approach. The selection of the red dress logo became a recognizable symbol for Go Red. The local and national media coverage provided a place to provide education and awareness. However, AHA was able to support information advocated by the media coverage with “substantive scientific support and patient-education efforts” like the Physician’s Toolkit.2 …show more content…
Similar to the patient-education endeavors, AHA should provide adults with specific examples of physical activities they can participate in. In doing so, AHA should be mindful of addressing physical activities that would be easier (less stress on the body) for older individuals, who are the least active. A new logo for such a campaign would, of course, maintain its identifiable red color, but instead of a dress, the icon will consist of a sporty item (like gym shoes or a sports