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Persistence, partnership and passion help women Go Red

The American Heart Association (AHA) launched its Go Red for Women campaign 15 years ago when Kathy Rogers, AHA’s EVP for the Western States Affiliates, was charged with creating a consumer- and patient-facing campaign that would change the way we think about heart health. Did she ever!

Since Go Red for Women launched, it has helped more than 2 million women learn their personal risk of developing heart disease by taking the Go Red Heart CheckUp; generated 5 billion media impressions; helped the American Heart Association raise nearly $660 million in 2017; been featured as a Harvard Business School case study; and saved more than 627,000 lives.

Download to hear insights on:

  • How you can change popular perception of a cause—such as linking heart disease with women, not just sterile lab coats
  • Ways the social impact landscape has changed in the 15 years since the first Red Dress appeared 
  • How to keep a long-term campaign fresh without compromising the relationships that build it
  • Creating interest and awareness around a topic most people try to avoid (until too late). Hint: it involves unlikely pairings and challenging the status-quo at every level. 

Don’t miss this rare peek behind-the-scenes into the creation of a movement, as Kathy Rogers shares how she worked from the grassroots to the grass-tops to turn a fashion icon into an icon of women’s heart health.

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Business is an unlikely hero: a force for good working to solve society's most pressing challenges, while boosting bottom line. This is social purpose at work. And it's a dynamic journey.

Purpose 360 is a masterclass in unlocking the potential of social purpose to ignite business and social impact. We illuminate the growing impacts of purpose, from engaging employees and fostering deeper consumer loyalty to inspiring product innovation and increasing market share.