Heart disease is the #1 killer of women. But in 2000, only 34% of women surveyed knew that. The National Heart, Lung, and Blood Institute wanted us to increase awareness in a big way.
We knew breaking through required a crucial insight. Using research showing that women saw an emotional link between their outer self (appearance) and inner self (health), we created The Heart Truth
campaign with an iconic symbol, the Red DressSM
. As a key component of the campaign, we partnered with the fashion industry to put on an annual runway show with celebrity models and designers that kicks off Fashion Week in New York City. View the video
that opened the show.
The Red Dress® has enjoyed a high-profile partnership with the fashion industry since 2003, along with 50 additional corporate partnerships. By 2012, 56% of women named heart disease as their #1 health threat.
The Heart Truth is a program of the National Heart, Lung, and Blood Institute. The Heart Truth, its logo, and The Red Dress are registered trademarks of HHS. Red Dress and Red Dress Collection are service marks of HHS.