http://www.youtube.com/watch?v=t7wmPWTnDbE
This is a short film produced by Elizabeth Banks for the Go Red for Women campaign of the American Heart Association. They are using it to market awareness of the signs of a heart attack in women. I think it's very effective because they used a good dose of humor to get the message across. It's very memorable and funny, making it popular to share between friends via email and social marketing. That style of promotion is very powerful because each "share" is recommended by a trusted source.
I'm just realizing that there were a few things required in this assignment that I missed, I'm going to add those now:
ReplyDeleteThis link was sent to me by a co-worker, her mother had recently experienced heart attack symptoms and she wanted to be sure all of the women in her life were well informed.
The product or service being promoted is knowledge. I was not previously aware of this campaign.
The service provides a need for life-saving information for women and others about heart attack and the way it presents in women. It also promotes giving to the non-profit organization of the American Heart Association.
They provide easy contact info to learn more or give money.
This non-profit is in competition with all others.
I would say that through the use of humor to make it memorable and the tendency to share between trusted sources, they are doing a fantastic job of making me feel likely to participate in the sharing of knowledge, charitable giving or both.