Transcript GRFW 2011 - ext presentationFINAL290411

Go Red for Women Campaign 2011
Date XXXXXX
Heart Foundation vision
Working for over 50
years for Australians to
have the best
cardiovascular health in
the world
Why Heart Foundation work is vital
Australia’s leading independent heart health charity
• Heart, stroke and blood vessel disease is the leading cause of death in
Australia
• 1 in 3 people in Australia are affected, many disabled long term
• One person dies of CVD every 11 minutes
• Kills all ages – from young to the old
Heart disease risk factors
Non-modifiable risk factors include
• Increasing age
• A family history of premature death from heart disease
• Sex
Modifiable risk factors include
• Cigarette smoking
• High blood cholesterol
• Physical inactivity
• Diabetes
• High blood pressure
• Being overweight
• Depression and social isolation
Women and heart disease
• Over 11,000 women die of heart
disease each year [i]
• Heart disease is the number one
killer of women in Australia and kills
four times as many women as
breast cancer [i]
• Awareness is low, only 31% of
women know that heart disease is
the leading cause of death for
women in Australia [ii]
[i]Australian Bureau of Statistics. Causes of death data 2008 (3303.0). March 2010.
[ii] Heart Foundation, Heart Watch survey 2010 (unpublished)
Women and heart disease
• Generally affects women later in life than men
• Often no signs or symptoms are present till a life threatening event
like a heart attack occurs
• More than 90% of Australian women have at least one modifiable
risk factor for heart disease and half of all women have two or three
• Some evidence to suggest heart disease in women is under
diagnosed but more research is needed
What women tell us
• Mechanics of heart disease poorly understood
• Heart disease considered of low personal relevance – many see it as a
man’s disease
• Breast cancer considered a greater cause of concern for women
• Poor understanding of clinical risk factors associated with disease e.g. high
blood pressure and high cholesterol
• View heart disease as easily fixable – poor recognition of the disability that
can be associated in living with heart disease
• Unsure about how to personally apply the information about reducing risks
of heart disease
What is Go Red for Women?
Go Red for Women is the Heart Foundation’s
campaign that unites Australian women in the fight
against heart disease – helping to raise awareness of
their risk and the steps to make healthier choices.
Go Red for Women
In a nutshell…
• GRFW has run nationally in Australia since 2009
• Based on an American Heart Association campaign
and is now run internationally in over 30 countries
• The campaign runs throughout the month of June
• Deborah Thomas (Consulting Editor Women’s Weekly)
is the National Ambassador
Know the facts not the myths
Is the key message underlying
the campaign
For instance:
• If you think heart disease only affects older
men, you’re wrong. It kills almost as many
women as it does men.
• Most women don’t realise their risk of heart
disease increases significantly after
menopause.
• Heart disease is not always obvious. Having
a heart attack could be a first sign.
Go Red for Women 2011
New for 2011:
• A free 10 week Healthy Heart Challenge
Aimed to provide women with practical ways to
improve their heart health
• Go Red for Women Roadshow to 10
locations nationally
• Other activities include media and local
events
Healthy Heart Challenge
• Free 10-week Challenge which runs from 1 June to
10 August
• Online registration with 6 goals to choose from:
– Be active everyday
– Improve everyday nutrition
– Increase knowledge of heart health
– Quit smoking
– Lower high blood pressure
– Lower high cholesterol
Participants chose one goal
Major prize awarded upon completion with incentives
throughout
Healthy Heart Challenge
Example:
Goal: Be active every day
Select 2 or more activities:
• Join the Heart Foundation Walking program
and walk with them at least once a week (visit
www.heartfoundation.org.au).
• Leave the car at home one day a week or walk
or catch public transport instead.
• Join your work colleagues for a lunchtime
walk, swim or ball game once a week.
• And more!
Another example
Goal: Quit smoking
All activities to be selected:
• Set a date for quitting on 1 June.
• Make your home and car smoke-free.
• Know your triggers for smoking and have strategies to deal
with these.
• Avoid second-hand (passive) smoke.
• Call the Quitline or ask your doctor or pharmacist for advice
and support on quitting smoking.
• Use the online quit coach to help you quit smoking at
www.quitcoach.org.au.
• Consider using patches, gum or medicines to assist you quit.
Steps to joining the Challenge
• Registration
• Online information was emailed to
participants on registration
• Weekly e-newsletters provided:
• Information on healthy lifestyle
• Clinical guidelines
• Recipes
• Motivation
• Weekly online check-in’s enabled participants to
log their progress
• Healthy Heart Challenge Champions provided
profile’s and progress updates
• Health Information Service offered personalised
phone support and advice
Promotion of the HHC
Women were encouraged to
participate in the Challenge
through:
• Workplace promotion
• Media advertising
• Friend to friend
• Sponsor support
Visit
goredforwomen.org.au
GRFW Social Marketing & PR
Advertising
• The Australian Women’s Weekly, Woman’s Day, TV
Week, Take 5, Good Health and Recipes+
• MIX FM
Digital Advertising
Public relations and media
Free GRFW e-newsletters
Social Media
• Facebook – ‘like’ the campaign
• Follow us on Twitter
GRFW Website goredforwomen.org.au
Press Advertising
Other activities
Go Red for Women Roadshow
Go Red for Women events
Go Red for Women Roadshow
• The national Go Red for Women Roadshow was a series of free expos
designed to engage and educate women about the risk factors of heart
disease.
• The GRFW Roadshow travelled to all states and the ACT between 21 May
and 16 July.
• Roadshow events aimed to raise
awareness about women’s heart health
and featured
–
cooking master classes
–
inspiring guest speakers
–
fun and social ways to get active
–
opportunity to win fantastic prizes
Go Red for Women events
• Raise awareness and funds for Go Red for Women cause
• More than 25 events during 2011
• Movie nights, forums, breakfasts, lunches, cocktail parties
• All funds raised helps fund education
and research into this important cause
• Information about an event near you are
available at goredforwomen.org.au
How you can support Go Red
• Sign up to receive the free Go Red e-Newsletter at goredforwomen.org.au
• Fundraise - hold your own event to help raise funds and awareness for women
and heart disease.
• Donate - make a personal donation or have your workplace, club or
association match your donation.
• Nominate the Heart Foundation’s Go Red for Women campaign as a
beneficiary of your existing event.
• All funds raised helps fund education and research into this important cause.
• Information, brochures and resources including a Fundraising Kit are
available at goredforwomen.org.au
National Sponsor Family
Our Go Red for Women corporate sponsor partners play an integral role in the
campaign lending their brands and communications channels to help raise
awareness about women and heart disease.
Presenting Sponsor
AMP Capital Shopping Centres
Supporting Sponsors
UNCLE TOBYS®, Curves,
Flora pro-activ, EA Sports Active
Providing Sponsors
V-ZUG, Tefal
Media Sponsor
ARN Radio Network
Media Partner
ACP Magazines
Join us this Go Red campaign
• Sign up to the free Go Red e-Newsletter at
goredforwomen.org.au
• Hold a Go Red event in your workplace and wear
red to support women and heart disease
• ‘Like’ the Heart Foundation on Facebook
• Fundraise or donate to the Go Red for Women
campaign
• Attend a Go Red event in your state or territory
• Tell your friends, colleagues and family about
women and heart disease