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"The Power to End Stroke" - American Heart Association |
CHALLENGE:
The American Heart Association (AHA) saw a need in helping Americans fight the third
largest cause of death — stroke. Strokes killed 157,804 people in 2003 and are a leading
cause of serious, long-term disability in the U.S. The AHA sought to reduce these numbers,
especially among African Americans age 30-64, because they have a disproportionately higher
risk of stroke. The AHA hoped to combat these statistics by encouraging this targeted
demographic group to take the "Stroke Pledge" and introduce the "Search Your Heart"
faith-based initiative to local clergy and church leaders.
 SOLUTION:
In conjunction with a national initiative, called "The Power to End Stroke," Emmis Community
Outreach, via 98.7WRKS KISS-FM in New York, was confident it could be the vehicle by which
the American Heart Association met their goals. Kiss-FM's annual "Night of Healing" event
in Madison Square Garden had the potential to make a big impact on this national problem
within New York City. The "Night of Healing" features some of the country's top gospel
recording artists and is the largest gospel music concert of its kind. It was a natural fit
for the AHA's goals.
Emmis Community Outreach made it possible for the American Heart Association to be amply
involved in the night. The custom-designed marketing partnership provided promotional
mentions, ticket giveaways, calendar announcements, a booth on site, the logo included on
signage and a feature page on KISS-FM's web site with local on-air personality, Diana King,
encouraging visitors to sign the "Stroke Pledge." Emmis Community Outreach also created the
opportunity for an AHA representative to speak at a reception held for local ministers and
their wives before the event.
RESULT:
Through the pre-event reception, their message reached some of the most prominent churches
in the city, an accomplishment that would have taken months using AHA's normal channels! The
partnership with the American Heart Association highlighted awareness of the issue of stroke
to such a degree that the AHA ran out of "stroke pledges" at the event.
Emmis Community Outreach is proud to have created this opportunity to cover so much ground
in a short period of time for the AHA. Due to the great success of this partnership, Emmis
Community Outreach looks forward teaming up with the American Heart Association throughout
the year to fight the risk of heart disease and stroke throughout New York City and help
Americans become more heart healthy.
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