Heart and Stroke Foundation of Canada: Coming home
Ogilvy & Mather
Situation analysis
Overall assessment
The Heart & Stroke Foundation's recent campaigns had delivered great impact: Make Death Wait had shown Canadians that one in three lives are lost to heart and stroke disease; and, Make Health Last had underscored the urgency to make lifestyle changes now. But new communication goals had surfaced.
A great brand needed to change course.
Charitable donations by Canadians were down, as were those to the Heart and Stroke Foundation. We needed a larger share of a smaller wallet in order to maintain our programs,...