24 May 2007

1. Go Red for Women Campaign 24 May 2007

2. Cardiovascular diseases: Leading cause of death worldwide Estimated global deaths by cause, all ages, 2005 Source : WHO 2005: «Preventing Chronic Diseases: A Vital Investment»

3. Cardiovascular diseases: Leading cause of male deaths Projected main causes of death in males by WHO region, all ages, 2005 WHO region Males Age-standardized death rates per 100 000 Chronic disease : CVD, cancer, chronic respiratory, diabetes Source : WHO 2005: «Preventing Chronic Diseases: A Vital Investment»

4. Cardiovascular diseases: Leading cause of female deaths Projected main causes of death in females by WHO region, all ages, 2005 WHO region Females Age-standardized death rates per 100 000 Source : WHO 2005: «Preventing Chronic Diseases: A Vital Investment»

5. % of CVD deaths between 35 and 64 years of age Source : A Race Against Time, The Earth Institute, Colombia University, Stephen Leeder

6. Go Red for Women Campaign Objectives • Reduce CVD in women through improved prevention, early diagnosis and treatment • Women take better care of their heart health • Policy-makers & governments include CVD in women on global and national health agendas • Medical professionals focus increased attention on CVD in women • Build global attention and commitment to CVD in women • Increased funding, partners and supporters of the cause

7. Awareness Engagement Action GRFW impact with indirect component - World Heart Federation National Associations Medical community Community Policy makers - Direct impact on target group (level 1 to 3) Source: Bain Analysis

8. International Campaign Phases • Phase 1: Awareness • Know: CVD is the number 1 killer of women worldwide, but it is largely preventable • Phase 2: Awareness & Engagement • Believe: Together, we can prevent/control CVD with a commitment to the cause • Phase 3: Action • Act: Each target audience plays their part in reducing CVD in women

9. Target Audiences • News media • Merchandising • Advertising campaign • Events (fashion shows, monuments etc.) World Heart Federation Members Healthcare professionals Public Policy-makers Patients • News media • Policy-maker roundtables • Women leaders program • Patients leaflets • Survivor stories/buddies • Patient portal • Scientific publications • Surveys • Long-term studies • Expert panel • Meetings & congresses Website

10. Over 30 member countries have expressed interest • Australia • Austria • China • Denmark • Dominican Republic • El Salvador • Finland • Grenada • Indonesia • Iran • Ireland • Italy • Jamaica • Kenya • Korea • Malaysia • Mexico • Nigeria • Norway • Portugal • Singapore • South Africa • Spain • Sweden • Switzerland • Taiwan • Tunisia • Turkey • United Kingdom • Uruguay • Vietnam

11. How to differentiate from other (health) campaigns? Go beyond awareness Beyond “just” a celebrity cause Be a “KPI-machine” • Most campaigns focus on "just" creating awareness among target audience • Campaigns lack impact as they do not get people to change their habits • Campaigns usually focus on supporting their cause through celebrities from movie and music scene only • Most campaigns lack an articulation of intended impact, theory of change, their operational logic and thus don’t set hard quantified goals • Keeping track and measuring your goals is crucial to define success or failure Excel along behavioral chain and talk about it Widen engagement of key figures/spokespersons Set realistic aspirations and measure your success (to prove it to sponsors) • Focus moving to “engage-ment” as early as possible (e.g. plan progression along behavioral chain from the beginning) • Support countries in progressing to “action” persistently • Additional to celebrities involve well know (inter-) national politicians, CEOs, etc. • Make sure that they have something meaningful to say about the cause and represent your interests • Use their media space for your cause • Make sure you set realistic and achievable aspirations/goals and define measurable KPIs to track them and hence define success or failure • Measure success of your campaign and market them well – everybody wants to be in a winning campaign Source: Bain Analysis

14. Across The World On-site testing Awareness Sports Education Events Storefronts Testimonials Media Merchandising

15. The partnership: • Three-year partnership covering international ex-USA • Exclusivity in female cosmetics industry • Corporate social responsibility and sales opportunity • Development of eye shadow compact and other products Partnership with Elizabeth Arden

16. Arden 2008 (Calendar July 2007) and beyond: • More countries on board and activated • Activation through Elizabeth Arden retail outlets, partners, media opportunities • Development of closer local partnerships that have media, retail outlets, employees, volunteers • Elizabeth Arden internal employee programs and motivation • Leverage of photo shoot, spokesmanship and video B-roll of Catherine Zeta Jones Partnership with Elizabeth Arden

17. 5 step filter model for identification of potential international sponsors for GRFW Largest companies worldwide in all industries (~ 5,000 companies with revenues over ~ $1.0 bn) 1 Selection of industries with no adverse affect on health campaigns Screeningby industries Prioritization and selection of TOP 10-12 industries 2 Selection of companies out of Top 10 per industry 3 Selection of companies with international focus 4 Screeningby company Selection of companies not yet engaged in other competitive major campaigns(within TOP 10-15) 5 Prioritized list of potential international sponsors with value contribution beyond funding Source: Bain Analysis

18. Go Red for Women Campaign Thank you!