In 2011, the Heart and Stroke Foundation used hard facts to strike fear into boomers and raise awareness of an issue that takes the lives of 1 in 3 Canadian. In 2012, we began phase two of a multi-year strategy, empowering Canadians to turn this knowledge into action. We presented people with a choice about their future, launching with TV, print, out of home, online, and radio, and urged them to assess their risks and change their future at MakeHealthLast.ca. Once users completed an easy yet thorough risk assessment, the dynamic, modular site changed right before their eyes, providing unique and personalized solutions, tips, goals, and graphics based on their individual results. They could download personal infographics, learn about the issues that affect them, and even sign up for tailored email streams, bringing the website right to their inbox. All encouraging change and promoting a lasting relationship with visitors, ensuring that, together, we really can Make Health Last.

In the first four weeks, Make Health Last delivered some incredible results over 365,000 views of the television commercial on YouTube, 144,000 visits to the microsite, and 33,600 Risk Assessment completions. All of it indicating that Canadians are choosing to live their last ten years with vitality and choosing to make health last.

In order to make the largest possible impact by forcing the public to make a choice at every turn and , we launched :60 second television, outdoor, transit advertising, radio, and print all at once in both English and French. The highly emotional work expressed the importance of knowing your risks and making the appropriate decisions to live a long, healthy life, providing the solution at MakeHealthLast.ca. The website was supported with online paid media soon after with banners that engaged consumers with the type of tools, information, and interactivity they could expect from the website.