Health Consumer Awareness Campaign

Heart Rhythm Society: Arrest the Risk

CHALLENGE

Create a large-scale campaign to address the under-recognized health issue, sudden cardiac arrest, by elevating the dialogue about the condition, its symptoms, risk factors, and treatments in effort to improve the overall awareness and understanding at both the national and grassroots level.

SOLUTION

Create a targeted consumer-facing awareness campaign to provide at-risk individuals with educational information and action steps that reduce barriers to proper diagnosis and treatment.

Campaign included:

– Conduct research to measure consumer and physician awareness of sudden cardiac arrest, and perceptions regarding barriers to care.

– Engage renowned African American electrophysiologist to communicate health messages for purposes of national media launch/outreach.

– Leverage African American celebrity with family history of heart disease to communicate to target audiences regarding the impact to the African American community.

– Engage strategic grassroots partner/advocacy group to elevate the issue in local markets and increase engagement.

– Conduct aggressive national media outreach targeting African American media outlets with story package including HRS/Ipsos consumer research study results, expert spokespeople and compelling patient stories.

– Leverage multiple moments in time to engage media and deliver SCA education throughout the year.

– Implement local market media and grassroots education initiative to inspire at-risk individuals to action.

RESULTS

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.