Heart a Stroke Foundation of Canada: Coming home

This case study shows how Heart & Stroke Foundation, the Canadian charity, focused on survivors to build an emotional connection with potential donors.

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,...

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