98% of media coverage secured through this campaign included two or more campaign messages. Coverage was obtained within high-profile national media outlets such as Fox & Friends, Access Hollywood and Yahoo! Health. Top-tier publications geared specifically toward the campaign’s target audience, African Americans, were also secured including com, TheGrio.com, Essence Magazine, Jet.com, Ebony.com, Tom Joyner Morning Show, American Urban Radio Network, and BlackAmericaWeb.com. Grassroots outreach resulted in 25 interviews with local media in 10 high-risk markets, directly reached 1,600 at-risk individuals. Additionally, the campaign secured a placement for the research study in the Heart Rhythm Journal and at the HRS Annual Scientific Sessions, which reach a combined audience of 16,000 electrophysiologists.
Paid opportunities included a televised Public Service Announcement featuring Shaun Robinson, encouraging African American audiences to talk to their doctor about their risk for sudden cardiac arrest.
More than 6,700 unique views were generated on ArrestTheRisk.org, where patients downloaded educational materials, including a risk assessment.