Saffolalife: Building awareness of Women’s Heart Health in India in the occasion of World Heart

? Brand Task: Saffola to be seen as a “Thought leader in Heart Care”; Saffola understands and cares for Indian hearts more than others

? Objective

a. Drive awareness and action for Women’s Heart Health in India

b. Drive cholesterol tests

c. Drive imagery scores of “Good for Heart” & “Does good work for Public Welfare” for Saffola

? PR Strategy

Drive Awareness

1.The Saffolalife Study based on responses from over 1 lakh (100,000) Indian women was released through press conferences to the media to highlight the issue of Women’s heart health through Influencer’s like Cardiologists & Nutritionists to add credibility

Drive Assessment

2. Partnered with Companies & urged HR Teams to give their employees time off on WHD to take their loved ones and themselves for a cholesterol test

• Enabled an Online Petition to urge more employers to take their loved ones for a heart check-up

Drive Conversations:

3. Leveraged Celebrities from different fields to support the cause & build awareness on women’s heart health on Twitter

? Results

o 35 lakh cholesterol tests happened over a period of 20 days

o Over 5 lakh (500,000) people registered for a cholesterol test; 25 companies partnered with us in the cause

o The campaign received over 15 lakhs (1.5 million) worth of earned media including Print & Digital

o Improved “Good for Heart” imagery scores from 44% to 58%

o The campaign created conversations centered around ‘women’s heart health’ in the social media; the Total Reach & Impression in the Online/Social media alone was 3,534,322 & 63,70,489

Drive Awareness:

1.The Saffolalife Study based on responses from over 1 lakh Indian women spoke about the state of heart health and was released through press conferences to the media to highlight the issue of Women’s heart health through Influencer’s like Cardiologists & Nutritionists to add credibility

Drive Assessment:

2. Partnered with Companies & urged HR Teams to give their employees time off on WHD to take their loved ones and themselves for a cholesterol test

• Enabled an Online Petition to urge more employers to take their loved ones for a heart check-up

Drive Conversations:

3. Leveraged Celebrities from different fields to support the cause & build awareness on women’s heart health on Twitter

o 35 lakh cholesterol tests happened over a period of 20 days

The Campaign received over 1.5 million of earned media

o Over 5 lakh (500,000) people registered for a cholesterol test; 25 companies partnered with us in the cause

o The campaign received over 15 lakhs (1.5 million)worth of earned media including Print & Digital

o Improved “Good for Heart” imagery scores from 44% to 58%

o The campaign created conversations centered around ‘women’s heart health’ in the social media; the Total Reachin the Online/Social media alone was 8.1 Million