Our amplification plan took a 360° approach connecting with women in all media channels. The program launched in 2008, with an emotive national TV campaign, aimed to inspire women to take action and amplified through national print, media sponsorship, the Red Dress Fashion show, which all drove to in-store promotion with a free red dress bracelet on 1 million Becel packs. Becel continued their mission by creating a benefit concert, featuring Canada's top artists, live and simulcasted to movie theatres nationally. The concert was promoted through TV, print, pr and online encouraging women to pledge to "do one small thing".

The results far exceeded expectations. In three months, the campaign helped to nearly double awareness that heart disease is the number one killer of women. For Becel, the program was a success, with sales up 30% in one month (February 2009) and +13% over the entire yearfrom the program launch. For consumers, the Love Your Heart concert generated over 35,000 registrants across the nation. Theatres were sold out in less than 3 weeks and additional auditoriums were opened due to overwhelming demand.