Raising Awareness

For the Heart and Stroke Foundation of BC & Yukon, we are raising awareness. Stroke is the #1 cause of acquired long-term disability, the #2 cause of dementia, and the #3 cause of death in BC, but many people don't know the warning signs of stroke, or the urgency of calling 9-1-1. The HSFBCY needed a province-wide awareness campaign on a shoestring budget. We researched best practices around the world, crafted a marketing communications plan, helped raise funds with a pitch to pharmaceutical sponsors, and developed the creative: a website (www.signsofstroke.ca), TV and radio spots, display materials, and print collateral.

Just halfway into the campaign, research already shows significantly higher awareness among BC residents polled. When asked to identify the principle symptoms or warning signs of stroke, 37% of BC residents polled could identify 'trouble speaking' (up from 25% in 2009), 31% identified 'numbness or weakness' (up from 27%), 30% said 'loss of balance or dizziness' (up from 24%), 21% said 'vision problems' (up from 20%), and 19% said 'sudden severe or unusual headaches' (up from 16%). The percentage of BC respondents who recognized the urgency of calling 9-1-1 jumped to 70.9% from 62%.