Heart and Stroke Foundation of Canada: Make Health Last Campaign

Agency: Lowe Roche
Client: Heart and Stroke Foundation of Canada

Section I — Basic information

Business Results Period (Consecutive Months): December 2011 - July 2013

Start of Advertising/Communication Effort: December 2011

Base Period as a Benchmark: Calendar 2010

Section II — Situation analysis

a) Overall assessment

With an impressive 60-year tenure in the landscape of Canadian Health Charities, the Heart & Stroke Foundation had firmly established itself as the grandfather in its competitive set.

2010 research showed that the Foundation's relevance was waning with the emergence of several "sexier" causes such as Livestrong, Movember, and the continued growth of popular Children's and Cancer charities. In comparison, the Heart & Stroke Foundation was perceived as old and stodgy – run and supported by older Canadians to fund help for a disease that afflicts older people.