Go Red for Women Campaign 2011

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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 [ii] Heart Foundation, Heart Watch survey 2010 (unpublished)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

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.

What is 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

Go Red for Women

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 commencing 1 June

• 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 choose one goal only

• 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 exampleGoal: Quit smokingAll 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.

• Registration • A kit of online information will be emailed to

participants on registration

• Weekly e-newsletters will provide:• Information on healthy lifestyle • Clinical guidelines• Recipes• Motivation

• Weekly online check-in’s will enable participants to log their progress

• Healthy Heart Challenge Champions will provide profile’s and progress updates

• Health Information Service will offer personalised phone support and advice

Steps to joining the Challenge

Promotion of the HHC

Women will be 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 is a series of free expos designed to engage and educate women about the risk factors of heart disease.

• The GRFW Roadshow will travel to all states and the ACT to 10 shopping centre locations between 21 May and 16 July.

• Roadshow events aim to raise awareness about women’s heart health and will feature

– 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 cross Australia for the campaign

• 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 areavailable at goredforwomen.org.au

How you can support Go Red

• Participate in our Healthy Heart Challenge.

• 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 for the Healthy Heart Challenge and learn how small steps can make a big difference to your health. Register at goredforwomen.org.au

• Complete the Healthy Heart Challenge with a girlfriend and together you can reduce your risk of heart disease

• Wear red in the month of June and attend a Go Red event

• ‘Like’ the campaign on Facebook

• Fundraise or donate to the Go Red for Women campaign

• Tell your friends, colleagues and family about women and heart disease