This paper tells the story of how the Heart & Stroke Foundation (the Foundation) woke up our Baby

Boomer target to the stark realities of heart disease and stroke, which takes 1 in 3 Canadians before their

time. We crafted the Make Health Last campaign, which saw provocative multi-channel ads informing

Canadians that the average Canadian will spend their final decade in sickness and disability, and

encouraged them to act now to ensure their last ten years of life would be lived in health. As part of the

campaign, and to help our target audience make a positive change in their lives, we developed the

MakeHealthLast.ca website, a comprehensive and personalized health education platform, to enable

Canadians to regain control of their health.

We introduced Make Health Last using TV, print and out of home, as well as radio. All features drove Canadians to makehealthlast.ca – our interactive microsite allowing them to assess their risk, and craft positive solutions for improving their health.

Once the user’s personal risk assessment was complete, the dynamic, modular site changed right before their eyes, providing unique and personalized solutions, tips, goals, and graphics based on their individualized results. Users could then compare their risks to other Canadians, set goals and tasks at their own pace, and record a video time capsule as a promise to their future self and to motive their current self. They could also download personal info-graphics, learn about the issues that affect them, and even sign up for tailored email streams, bringing the website to their inbox.

We garnered over half a million users to MakeHealthLast.ca with traffic to the site surpassing our +20% target after the first two months. We exceeded our measurable engagement goal by over 50% – the number of online Risk Assessments® completed by net new users on MakeHealthLast.ca was almost 200,000 by August 2013. Impressive for a test that requires 7 minutes of engagement.

Canadians are committing to taking steps to live their last ten years in health, with 59% of respondents saying the campaign made them 'hopeful they can impact their future health'.