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Results: NC Dept. of Health & Human Services

How Social Marketing Impacted Cardiovascular Health.

Client: Justus-Warren Heart Disease and Stroke Prevention Task Force
Project: Blood Pressure and Stroke Awareness
Dates: 2003 to Date

Challenge:
North Carolina is often called the buckle of the Stroke Belt, with cardiovascular health risk factors much worse than the rest of the nation. To combat this, the state launched the Justus-Warren Heart Disease and Stroke Prevention Task Force and charged Brogan & Partners with educating people throughout the state. Particular focus was placed on people over age 45 in the 62 counties in NC, specifically those with the highest prevalance of heart disease and stroke, with emphasis on African Americans.

Objectives:
With a wide array of possible topics to educate on, the Task Force chose to focus on educating citizens on proper blood pressure levels and encourage them to ask their doctor about their blood pressure. For stroke, the focus was on educating people about the warning signs of a stroke and encouraging them to call 911 if they or a loved one experienced them.

Results:
The campaign experienced many good results. Among them, post-campaign research found that the number of African Americans who knew that 120/80 was a normal reading grew from 72% to 77%. Even better, the health disparity between Caucasians and African-Americans in terms of understanding of stroke symptoms that existed before the campaign began was eliminated.

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