CLIENT
Heart & Stroke Foundation
Brian Murray, Chief Creative Officer
Chris Dacyshyn, Group Creative Director
Julie Markle, Group Creative Director
Geoff Craig Geoff Craig, CMO and Development Officer
Stephanie Cox, Associate VP, Marketing Strategy, Digital & Communications
Anne Guilfoyle, Senior Manager, Marketing Strategy
Jody Low-A-Chee, Senior Partner
Michelle Lee, Director, Strategic Planning
Andrew Butts, Executive Media Director
Krista Webster, CEO & President
AGENCY
Brian Murray, Chief Creative Officer
Chris Dacyshyn, Group Creative Director
Julie Markle, Group Creative Director
Jody Low-A-Chee, Senior Partner
Michelle Lee, Director, Strategic Planning,
Veritas
Krista Webster, CEO & President
neomediaworld.com
Andrew Butts, Executive Media Director
SUMMARY
To drive donations to Heart & Stroke and improve the charity’s brand equity, we made women See Red by raising awareness of inequities in the Canadian health care system which cause women to die unnecessarily. Our efforts caused online donation revenue to Heart & Stroke to increase by more than 20%, even though media spend on the campaign declined by more than twice as much versus the previous year. Key to our success, was making Canadians realize heart disease and stroke isn’t just a man’s disease, it’s a woman’s.
