Becel "Circle of Women" 2007-2012
Becel became Founding Sponsor of the Heart and Stroke Foundation's Heart Truth, and wanted a campaign that would build awareness of this red dress initiative. Instead, we created a movement to fight the number one killer of women: heart disease. Using TV, media partnerships, on-pack incentives, editorial, celebrity endorsements and a 2 national cinema simulcast concerts with Diana Krall, Chantal Kreviazuk and others, we inspired women to connect with one another and help save lives. The "Love Your Heart" initiative is in its 5th consecutive year and going strong.