The document discusses the American Heart Association (AHA) and its efforts to fight cardiovascular diseases through research grants and public service announcements. It describes AHA seeking an agency to help with a new advertising campaign. Campbell-Ewald was selected and conducted research, including focus groups, to help AHA select a new approach focusing on personal stories to increase awareness of heart disease and the AHA.
2. AHA BACKGROUND
Health organization to fight cardiovascular diseases
Primarily done through research grants
TV advertising traditionally conducted through Public
Service Announcements (free)
Wednesday, March 4, 2009
4. SUMMARY
Stage 2
• Campbell-Ewald brought multiple ideas to the AHA
• The AHA selected Campbell-Ewald as their agency
• CE hired Diagnostic Research to do a quantitative ad awareness study.
• AHA chose “Personal Stories” for their approach to the campaign
Stage 1
• AHA sought out six firms and then chose four to “pitch their ideas”
• In-house secondary research used to gauge public perceptions
• This research indicated barriers of “This is a men’s disease” and
“Heart disease is not as deadly as cancer”
• Diagnostic research in the form of focus groups
Wednesday, March 4, 2009
5. STAGE 1
Management dilemma: Awareness has sunk
to only 16%, thus less $$$$
Management question: How should AHA be
promoted to the American public?
Research question: Should we use primary
or secondary research?
Wednesday, March 4, 2009
6. FOCUS GROUPS
2x older adult groups
2x young adult groups
Focus groups to assess audience reaction
Pros Cons
• Personal • Depth interviews may have
• Quick research timeline generated more truthful
• Cost efficient responses
• Respondent selection could
have focused on aware vs. non-
aware. (selection bias)
Wednesday, March 4, 2009
7. STAGE 2
Investigative questions: What drives
awareness of non-profit organizations?
Measurement questions: How does this
video make you feel?
Management decision: 2 printed stories and
3 videos for broadcast
Wednesday, March 4, 2009
8. PRIMARY DATA COLLECTION
Diagnostic Research used to pre-test
various creative directions
Animatic or video, for each approach,
shown in a mall setting
1000 one-on-one interviews in 17
cities.
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9. MEASUREMENT PROCESS
Brand recall
Other services
AHA campaigns
Industry benchmark
Wednesday, March 4, 2009
