The American Heart Association (AHA) launched its Go Red for Women campaign 15 years ago when Kathy Rogers, AHA’s EVP for the Western States Affiliates, was charged with creating a consumer- and patient-facing campaign that would change the way we think about heart health. Did she ever!

Since Go Red for Women launched, it has helped more than 2 million women learn their personal risk of developing heart disease by taking the Go Red Heart CheckUp; generated 5 billion media impressions; helped the American Heart Association raise nearly $660 million in 2017; been featured as a Harvard Business School case study; and saved more than 627,000 lives.

Download to hear insights on:

• How you can change popular perception of a cause—such as linking heart disease with women, not just sterile lab coats
• Ways the social impact landscape has changed in the 15 years since the first Red Dress appeared 
• How to keep a long-term campaign fresh without compromising the relationships that build it
• Creating interest and awareness around a topic most people try to avoid (until too late). Hint: it involves unlikely pairings and challenging the status-quo at every level. 

Don’t miss this rare peek behind-the-scenes into the creation of a movement, as Kathy Rogers shares how she worked from the grassroots to the grass-tops to turn a fashion icon into an icon of women’s heart health.

Resources + links

• Go Red for Women
• Harvard Business Review Case Study
• Project Baseline—Research Goes Red
• CVS Go Red
• Kathy Rogers on LinkedIn
• Kathy Rogers on Twitter
• What Kathy’s Reading: 
  • Leadershift, John Maxwell
  • Becoming, Michelle Obama
  • Be Fearless, Jean Case