New York, NY, Dec. 13, 2018 (GLOBE NEWSWIRE) -- Go Red for Women, the American Heart Association’s national movement to end heart disease and stroke in women, was recently named PRWeek’s “Best PR Campaign of the Past 2 Decades,” as decided by popular vote. Under Carol Cone’s leadership, Go Red for Women was created in 2004 at Cone, Inc., her first eponymous agency and one she led until 2010. Go Red for Women has become the seminal model for non-governmental organizations seeking to expand their corporate partnerships and build global movements.
In the PRWeek poll, Go Red for Women topped 19 other leading initiatives, including ConAgra’s Feeding Children Better (also created under Carol Cone, and PRWeek Campaign of the Year in 2001), Dove’s Campaign for Real Beauty, American Express’s Small Business Saturday, Red Bull’s Stratos, State Street’s Fearless Girl, and P&G’s Always #LikeAGirl – which took second place in voting.
“Social impact initiatives must be built-to-last and Go Red for Women is a powerful example of a platform created to evolve,” said Cone, CEO of Carol Cone ON PURPOSE. “Having pioneered the field of social purpose in the 1980s, launching the walking movement for Rockport Shoes, I’m continually impressed by how far it has come. Companies, brands, even nonprofits must matter to their stakeholders in significant and engaging ways. I am honored the communications and nonprofit industries selected Go Red for Women as the best.”
Since 2004, Go Red for Women has helped save millions of lives and generated $540 million for research and education. The initiative was created to raise awareness of the fact that heart disease is the #1 killer of women, claiming 1 out of 3 lives – more than all forms of cancer combined. Since 2004, the campaign increased awareness of heart disease as the greatest health threat to women and has successfully engaged millions of women and corporate supporters, including its founding sponsor Macy’s and national sponsor CVS Health, as well as healthcare professionals, American Heart Association volunteers and media partners nationwide.
“We turned to Carol Cone because of her reputation for innovation and impact. She and her team brought an astute understanding of the American Heart Association’s challenges, precise needs, and desired outcomes, creating a first-of-its-kind program that is still making headlines 15 years later,” said Cass Wheeler, former CEO of the American Heart Association. “Go Red for Women has become an icon, helping the Association to build a movement that has saved countless lives.”
“Working hand-in-hand with a passionate, mission-driven client like the American Heart Association helped us lay a strong, strategic foundation to deliver on the organization’s near- and long-term objectives,” said Cone. “At the time, Kathy Rogers was the Association’s project leader, and she truly believed in the potential of Go Red for Women and equipped us to bring it to life. And I was absolutely blessed with a talented team at Cone, Inc., who worked to make Go Red for Women what it is today.”
Cone’s team, including account lead Kristian Merenda, used her proprietary approach to determine that American Heart Association should create a “cause platform” rather than a one-off campaign. Elements that created Go Red for Women’s long-term success included a comprehensive framework and programs to engage women, corporations, healthcare providers, local AHA chapters and volunteers. Activations included new national health guidelines regarding women and heart disease, a national “Wear Red Day,” Cities “Go Red,” and hundreds of local Go Red Luncheons – all significant innovations that created a sense of solidarity and engagement among women who joined the movement.
Go Red for Women was the subject of a 2006 Harvard Business School Case Study, and was featured prominently in Cone’s book, Breakthrough Nonprofit Branding.
Today, Cone leads Carol Cone ON PURPOSE, a consultancy which helps companies, brands, and NGOs find, implement, and activate their purpose for deep business and social impact. “My purpose is to amplify the social purpose of organizations and individuals,” said Cone. “Go Red for Women demonstrates that a thoughtful, sustained approach can stay relevant and engaging over decades.”
Carol Cone ON PURPOSE (CCOP) is a 21st century consultancy whose mission is to partner with organizations to identify, accelerate and amplify their organizational purpose. It provides support with strategy and program implementation around purpose-driven HR, corporate responsibility, social impact, communications, and philanthropic efforts for companies, nonprofits, and foundations. The firm is led by Carol Cone, regarded as one of the founders of the social purpose movement, and is one of the leading thinkers and practitioner in the field. Her work has been internationally recognized with more than 200 awards, 4 Harvard Business School cases and has helped organizations raise more than $2.5 billion for social issues. (www.purposecollaborative.com)
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