The Heart & Stroke Foundation of Canada: Make Death Wait

Lowe Roche

Section I — Basic information

Business Results Period (Consecutive Months): October 2011- April 2012

Start of Advertising/Communication Effort: October 26th , 2011

Base Period as a Benchmark: October 2010- April 2011

Section II — Situation analysis

a) Overall Assessment

In 2011, the Heart & Stroke Foundation of Canada was faced with a serious problem: Canadians had lost sight of how heart disease and stroke could directly affect them. The perception was that heart disease and stroke only targeted overweight, aging white men. And yet in reality, women had become the fastest growing segment that was prone to heart disease and stroke. Canadians were dying - because they were not educated and properly informed.

To make matters worse, Canadians believed that heart disease and stroke were fully treatable with a few days in the hospital. Apathy had set in. As a result, the Heart & Stroke Foundation was losing relevancy, and familiarity with the foundation was dropping significantly, especially when compared to the Canadian Cancer Society and the Red Cross.