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American Heart Association runs multichannel mobile campaign to raise awareness

The American Heart Association is running a multichannel campaign that consists of mobile banners, SMS, wallpapers, ringtones and mobile donations to raise awareness and funds for heart disease.

Mobile Giving will execute the mobile donations component. The advertising component was possible thanks to Jumptap and ads are running on AT&T, E! Online, Go2, LimeLife, MSNBC, MySpace, Showtimes and Sprint.

?Mobile devices have become a personal extension and representation of one?s personality, passion and beliefs,? said Anu Gandhi, director of marketing for consumer markets at the American Heart Association, Dallas.

?Therefore, it made complete sense to offer consumers a way to show their support for Go Red For Women and the fight against heart disease by customizing their most personal device,? she said. 

Jumptap approached AHA last fall with the idea and got carriers to donate inventory to this worthy cause.

AHA is running the promotion from Jan. 14 until March 7. The official Go Red Day was Feb. 5.   

AHA wanted to leverage mobile to engage consumers around its National Wear Red day, and raise awareness for heart disease, the No. 1 killer of women. 

The campaign, which includes mobile banners across targeted sites reaching Women 25-44, invites mobile users to ?Make Their Phone Go Red? by downloading a free Go Red ringtone and wallpapers (message and data rates apply). 

Here is a screen grab of the landing page:

By downloading, consumers are opting-in to receive additional text messages from American Heart Association. 

These messages include compelling stories of women who have heart disease (and links to http://www.GoRedForWomen.org), opportunities to donate $5 via their mobile phone and ways they can connect with the Go Red community (through Facebook, for example). 

After downloading, mobile participants can also send an invitation to friends? mobile phones with a link to the mobile Web site where they too can download the free content and engage.

In addition to the banners which ran across the Jumptap network of sites, AHA also promoted the campaign through its online site http://www.goredforwomen.org, its Facebook page at http://www.facebook.com/goredforwomen, broad-scale media outreach and at consumer engagement events, including a nationwide casting call and Go Red luncheons. 

?The AHA?s National Wear Red Day is a phenomenal campaign for an admirable cause," said Paran Johar. "I approached them in the Fall with the idea.

"I was confident the unique reach and personal nature of mobile would be a perfect extension of the campaign and that the Jumptap network could effectively reach and engage their target audience," he said.