Table 1. The Heart Truth – Topline Results at a Glance.

Process Measures
PARTNERSHIPS	MEDIA RELATIONS	ONLINE
Corporate:
40 corporate relationships formed; conservatively valued at about $65 million Campaign brand promoted on 2.65 billion cereal, beverage, other product packages Newspaper insert ads reached combined circulation of 590 million Magazine print ads valued at $4 million Non-profit/community: 23 national partners More than 350 Heart Truth-sponsored local initiatives such as Road Shows and other locally-sponsored events 54 trained Champions held 114 local events; reached 25,000 people Est. combined total of people reached via local events – 273,000	Coverage of issue increased 70% in year following launch of Red Dress (2003) Total campaign media impressions (as of March 2008) – 2.1 billion; focused in high-circulation lifestyle, entertainment, fashion, and women's media Includes coverage multiple times in major national broadcast and print media and top-circulation magazines, and media targeted to women of color 70 % of reporting communicated at least one of campaign messages TV PSAs – 206 million impressions in one year Dioramas – 616 placements valued at $15 million.	(All figures are for Feb 07 and 08 online promotions) 786 blogger posts; 16% of all traffic to site came from one blogger Paid ads on BlogHer.org – 1.2 million impressions; 22% click thru rate Google/other pay-per-click ads – 1.6 million impressions Public service banner ads - 130 million impressions Postings on YouTube and Flickr, widgets, other strategies resulted in 225,000 more audience interactions
Outcome Measures
AWARENESS OF HEART DISEASE AS #1 KILLER OF WOMEN	AWARENESS OF RED DRESS SY MBOL	AWARENESS ASSOCIATED WITH ACTION
34% of women aware of #1 killer in 2000; 46% in 2003; 57% in 2006 Awareness gap in African American and Hispanic women - awareness increased in these groups, but not as much as in Caucasian women	25% of women aware of Red Dress in ’05; awareness more than doubled (57%) by ‘07	Greater awareness of heart disease is associated with increased action to lower personal or family risk Personal action associated with increased awareness included increased physical activity; decreased intake of unhealthy food, weight loss Family action associated with increased awareness included family member visit to doctor for heart check.