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    Multi-year sponsorship campaign for Becel, as founding sponsor of the Heart Truth
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. 
Year One of the campaign launched with TV and on-pack red dress pin giveaways and instore activations. Retailers embraced the cause and the brand.
Print support urged women to 'do one small thing' to help prevent heart disease, and share this with the women in their circle.
Becel produced and launched two national simulcast concerts in English and French, featuring Diana Krall, Chantal Kreviazuk and others, hosted by ET Canada's Cheryl Hickey. Free tickets to the Cineplex-broadcast concerts were given away on Becel packs in store, and registration for the cinemas reached capacity in the first 3 weeks of the launch.
Year 3  promoted a designer scarf on-pack featuring the red dress in 3 high-end designs.
Year 4 took the media partnership to new levels, with Becel funding an original short film directed by Sarah Polley called 'The Heart' which was broadcast in its 2 minute entirety during the Academy Awards. Promoted and hosted by eTALK hosts wearing designer red dresses, the initiative was a huge PR success. Year 4 also launched the Love Your Heart facebook page which quickly grew to a community of almost 30,000 women connecting for the cause.
A 2009 interview with the Client Director, Michelle Smyth, and myself (on the right) in which we summarized the case study.