In 2003, the $ 654 million American Heart Association (AHA) came Cone, Inc (brand and communications agency) to develop a corporate sponsorship strategy that will raise $ 75 million over three years. Within 12 months, AHA began very successful Go Red for Women campaign to help women understand their risk for heart disease. But Go Red outnumbered fundraising vehicle. This voltage AHA and 22 million volunteers, and may cause long-term movement focused on women and prevention of cardiovascular diseases. Traces the development of relations between the cone and the AHA and the development of the Red Go For Women campaign. Problems of students to assess the success Go Red and its impact on the AHA and its objectives. In conclusion, we briefly three other initiatives AHA health issues and the appropriate role of AHA cause marketing.
To enhance their effectiveness, color cases should be printed in color. "Hide
by V. Kasturi Rangan Source: Harvard Business School 21 pages. Publication Date: September 21, 2006. Prod. #: 507026-PDF-ENG
Related Case Solutions & Analyses:
Transparent Value LLC
Beijing Toronto International Hospital
MedSim
Starbucks
Wicked Opportunities: Seven Shifts in the Age of Opportunity
Building Resilience in a Fragile World
E-Cigarettes: The Wild, Wild West
Parsons Brinckerhoff: The Second Avenue Subway (C)
www.dhonuk.com – Marketing Art in an Emerging Market
Pedigree Growth Strategy (A)
