Challenge
The Carolinas Center for Medical Excellence (CCME) is a non-profit physician-sponsored organization that has worked to improve the quality of healthcare provided to North and South Carolina citizens since 1983. The organization recently partnered with the Justice-Warren Heart Disease and Stroke Prevention Task Force and the North Carolina Heart Disease & Stroke Prevention (HDSP) Program on a broad public heart health awareness campaign. CCME contracted with Contrast Creative for a second time to create a PSA that focused on heart disease and stroke prevention. Contrast Creative injected humor into the concept and developed the tagline “You’re never too old to learn.”
Results
The spot began airing in parts of North Carolina during February’s American Heart Month and is also available on the “Start With Your Heart” campaign webpage. It is capturing positive feedback and measurable results.
In a survey conducted once the spot began airing, the results were impressive. There was a 19% increase in awareness of preventative measures, a 10% increase in awareness of the ABCS among African Americans, a 7% increase in awareness for reducing sodium intake, and a 10% increase in recall of advertising.