American Heart Association and American Stroke Association Reveal New Life Is Why Brand Platform
Rebranding Represents a Strategic Shift to an Emotional Connection with Consumers
Dallas (August 1, 2014) – The American Heart Association and American Stroke Association today unveiled Life Is Why, a new positioning focused on an emotional brand message and a concise answer to the question of why we do what we do: We believe everyone deserves to live a healthier, longer life. Why? Life. Life is why.
Life Is Why represents a strategic shift in branding for the American Heart Association and American Stroke Association. The positioning is designed to help us reach our goal of dramatically improving the cardiovascular health of all Americans by 2020. The supporting campaign was created to make a more personal connection with the public, volunteers, employees and partners, while strengthening the brand’s visibility and impact.
The Life Is Why is a multi-million dollar campaign, which includes digital, print, television, social media and public relations. The reveal of Life Is Why began with a video announcement in Time Square in New York City, the culmination of a two-week teaser campaign.
Direct consumer engagement and social sharing is a big part of the Life Is Why campaign. A microsite, www.heart.org/lifeiswhy, features a toolkit designed to give consumers the ability to customize and share their personal Whys. This includes a social media aggregator tool that pulls in all #lifeiswhy content, videos, testimonials, digital wallpapers, tools and more.
“We saw this campaign as an opportunity to personalize our brand and to become even more relevant to today’s consumers,” said Nancy Brown, chief executive officer, American Heart Association.
“The very essence of the campaign is personal and evokes an emotional response. We wanted people to be able to share with others the reasons for embracing a healthy lifestyle in heart and mind,” she said.
The Life Is Why brand strategy and campaign was developed by The Dalton Agency, a national advertising, marketing, digital and public relations agency.
“Our goal was to develop an integrated, flexible brand platform that can help create a dialogue around personal health, while reinforcing the American Heart Association and American Stroke Association as the leading resources for healthy living and longevity,” said Kevyn Faulkenberry, vice president, executive creative director, The Dalton Agency.
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