1. Go Red for Women Campaign 2011 Date XXXXXX
This presentation provides general information on the Go Red for Women Campaign in 2011
Go Red for Women Campaign 2011
Date XXXXXX

2. Heart Foundation vision
Working for over 50 years for Australians to have the best cardiovascular health in the world
Firstly a bit about the Heart Foundation. Our vision is simple.

3. 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
And this is an important vision because as these figures indicate heart stroke and blood vessel disease bear a heavy burden on the Australian population.

4. 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
I am sure you know the various risk factors for heart disease but lets revisit them again.
Heart disease risk factors include things which can be changed (‘modifiable’ risk factors) and things which can’t (‘non-modifiable’ risk factors). These factors affect both men and women but…
Importantly, smoking, diabetes and some blood cholesterol patterns are even more potent risk factors for heart disease in women than they are in men.

5. Women and heart disease
Over 10,400 women die of heart disease each year [i]
Heart disease is the number one killer of women in Australia and kills about 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 2009 (3303.0). May 2011.
[ii] Heart Foundation, Heart Watch survey 2010 (unpublished)
So now lets focus on women and heart disease.
The statistics regarding women and heart disease are startling. Here are some which have been instrumental in driving the Go Red for Women Campaign.
Little known fact that heart disease is the leading cause of death in Australia – and over 10,400 women die each year.
Common belief is that breast cancer is the leading cause of death in Australia. However the statistics tell a different picture.

6. 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

7. 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
Our research into women’s attitudes and beliefs around heart disease tell us this.

8. 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.

9. 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 major focus of the campaign is held in June; however opportunities to spread the word can be done all year round
Deborah Thomas (Consulting Editor Women’s Weekly) is the National Ambassador

10. 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.
The Campaign focuses on knowing the facts and dispelling the myths associated with women and heart disease. Here are some examples:

11. New for 2011: Go Red for Women 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
New call to action to build on the Go red for Women myths and facts campaign- the Healthy Heart Challenge.
There will also be other activities including media promotion and local events.

12. Healthy Heart Challenge
Free 10-week Challenge which ran from 1 June to August 2011
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
Details of the Challenge are as follows. The 2011 Healthy Heart Challenge ran from 1 June to 10 August and is now finished.

13. 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
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!
If a participant chose the Be Active every day goal they would be required to choose 2 or more activities form the supplied list.
Please note that not all activities are listed in this example.

14. 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
Consider using patches, gum or medicines to assist you quit.
If a participant chose the Quit smoking goal, all listed activities are to be selected.

15. Steps to joining the Challenge
Registration
Online information was ed 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
Participants will be supported and engaged throughout the 10-week challenge.

16. Promotion of the HHC Women were encouraged to
participate in the Challenge
through:
Workplace promotion
Media advertising
Friend to friend
Sponsor support
The Healthy Heart Challenge will run again in 2012.
For details, visit goredforwomen.org.au

17. 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
Other activities that occurred to support Go Red for Women this year
Advertising
GRFW campaign advertisements will appear in The Australian Women’s Weekly, Woman’s Day, Take 5, Good Health, TV week and Recipes+ magazines.
MIX FM will broadcast on the campaign in ACT, QLD, SA, NSW and VIC.
Digital Advertising
Online versions of magazines as well as nine msn.
Free GRFW e-newsletters
You can also sign up for our free GRFW e-newsletter, with interesting articles, healthy lifestyle tips and recipes.
Social Media
There will be promotion of the Healthy Heart Challenge on Facebook and Twitter.
GRFW Website
Visit the GRFW website to register for the Healthy Heart Challenge and for more information about women and heart disease, details about GRFW events around the country and to order campaign resources.

18. Press Advertising
Here are press ad examples:

19. Other activities
Go Red for Women Roadshow
Go Red for Women events

20. 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

21. Go Red for Women events
Raise awareness and funds for Go Red for Women cause
More than 25 events held during 2011
Movie nights, forums, breakfasts, lunches, cocktail parties
All funds raised helps fund education and research into this important cause

22. 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

23. 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

24. 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
In conclusion, these are the ways you can support the Go red for Women campaign this year.