Heart & Stroke Foundation of Canada - Make Health Last

In 2012, the Heart and Stroke Foundation of Canada was faced with a problem. Public perception of the urgency surrounding heart disease and stroke was waning and the foundation was losing ground to other health charities. In response, they crafted Make Health Last, a provocative multi-channel campaign informing Canadians that on average, they will spend their final decade in sickness, and encouraging them to act now to ensure their last 10 years of life would be lived in health. The campaign reached a brand awareness level of 72% and the number of seven-minute online risk assessments completed reached 200,000, exceeding the measurable engagement goal by 50%.