Contrary to what is thought, heart disease is not more common in men, it is the primary cause of death amongst women. Inspired by this, Women in Red is a project implemented by the Portuguese Cardiology Foundation and Peres & Partners, as a social responsibility policy which invites prominent women in Portuguese society to donate a red dress that had been used on a special occasion. The campaign’s main target is women between 30 and 60 years old, since this is the period when the risk of developing heart disease in women starts to increase.The first edition of “Women in Red” took place in 2006. Consequently, its third edition in 2008 opened a new phase for the project, where the contribution/endorsement of each Woman in Red was decisive. The plan was to achieve the most ambitious projects in order to raise public opinion awareness.Therefore, the aim was to maintain an energetic and active project. A continuous flow of information was made available to public stakeholders and partners, the medical community and the media to popularise the idea that heart disease is not more common in men, but in women. This led to an enhanced sense of public awareness and a higher profile for the project.

The 2008 edition of Women in Red opened a new phase of the project, where the endorsement of each ‘Woman in Red’ was decisive. This edition sought to involve key stakeholders and to strengthen and expand awareness of the initiative held in 2007, which led the “Women in Red” to National Parliament in an action to raise local MPs awareness. A “Women in Red” exhibition was displayed at the Presidency of the Council of Ministers, the Ministry of Labour and Social Solidarity, the Republic Presidency and the National Parliament, through exhibiting the red dresses during May. In the third edition of the “Women in Red” gala, professional top models presented the dresses of the new Women that joined the initiative. In December some Women in Red were invited to let us follow them in their shopping, showing that, in a season known for food excesses, it is possible to make a healthy and economic Christmas dinner.

After two editions of success, the third edition of Women in Red, Peres & Partners and Portuguese Cardiology Foundation recognized that a balance is required. They saw that all parties could evaluate what was done, review the project, the assumptions deployed and, essentially, look into the next steps and guidelines of the project.

During 2008, the Women in Red initiative performed 680 screenings to prevent cardiovascular disease and raise awareness about health issues.

On the other hand, this initiative achieved 35 news items in Newspapers – Printed Media (29), Internet - online media (1) and Television (5).

This represents that already more women, with relevant roles in Portuguese society, have come forward and showed their availability to be present in next year’s celebration by offering a red dress, and journalists have also been enquiring about the next steps. “Women in Red” is here to stay.