Heart and Stroke Foundation: Make Death Wait / Make Health Last two-year campaign

This case study explains how the Heart & Stroke Foundation of Canada, a charitable organisation, used a three phase campaign over two years to raise awareness of heart disease and stroke and create behavioural change, targeting baby boomers.

Heart and Stroke Foundation: Make Death Wait / Make Health Last

Campaign details

Agency: Lowe Roche Advertising Media: Mindshare Research: Heart & Stroke Foundation and Environics

Business situation

In 2010, 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.

Brand research revealed that heart disease and stroke were viewed as an "old white man's disease", and "simply an inevitability of getting old – something [they'd] have to manage someday." It also revealed that relevance was waning for the Heart &...

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