Thursday, May 8
Breakout Sessions: Set II
"Arrest the Risk: Reaching African-Americans about a Deadly Heart Condition"
Reaching at-risk communities with health education requires both a thorough understanding of the population and an integrated marketing and communications strategy that incorporates credible, sustainable, and meaningful outreach. This session will introduce attendees to an award-winning disease education campaign for African-Americans that resulted from a partnership among the Association of Black Cardiologists, the Heart Rhythm Society and BRG Communications. The program aligned original consumer research, media outreach, thought leadership, and grassroots educational events to raise awareness of Sudden Cardiac Arrest, a leading cause of death in the US that disproportionately impacts African-Americans. Armed with new research to generate national news at the program launch and throughout the campaign, celebrity spokespersons joined with members of the Association of Black Cardiologists to target high-profile media outlets favored by African Americans. The third component of the campaign involved engaging 10 at-risk communities across the country with grassroots outreach and educational activities, including health fairs and church-based participation. Educational events and media outreach reached more than 1 million at-risk African-Americans nationwide
Laurie Mobley, senior vice president, BRG Communications