Familiarity with AHA Before Reading This Case Study
I was aware of AHA before reading the case study because of the national and grassroots campaigns the association undertook. I had also read about its contributions to expanding research on vital organs and the interventions needed to protect individuals from the adverse effects of cardiovascular conditions. In this regard, the perception was that AHA plays a crucial role in adding value to health care by eliciting conversations about problems facing diverse patients in accessing high-quality services. However, the case study provided additional insights into the expansive roles of AHA in eliminating barriers to care. Therefore, the challenges and efforts adopted by the association revealed the need for more collaborative efforts to improve patient outcomes and quality of care for everyone.
The success of Go Red for Women
The Go Red for Women initiative was successful since it focused on heart disease that was a leading cause of mortality risks. In this case, it was necessary to raise awareness about the implications of the condition and the need for lasting solutions. The decision to pilot the initiative at the national and grassroots levels was enough to increase awareness and make women more responsive to safeguarding their health (Rangan & Bell, 2007). However, the failure to get traction in the minds of the targeted population and healthcare providers undermined the successful implementation of the campaign. In this regard, the initiative could not evoke emotional connection and passion among consumers, thereby indicating the need for extensive efforts to achieve the intended impacts (Rangan & Bell, 2007). The weaknesses revealed a failure to adopt the systems thinking and long-term approaches required to raise awareness and save the lives of women suffering from heart diseases.
Difference Between A “Movement” And A “Campaign”
A movement relates to some events of great significance in the past or at the moment. It involves collaborations between like-minded individuals who come together for social, political, and other forms of change. A movement could also demand radical or fundamental changes in thoughts that require a substantial amount of time (Lorenzo & Uba, 2009). On the other hand, campaigns are organized actions to achieve specific goals. Those involved may be like-minded individuals or belong to a particular group on which a majority decides to be part of the process. Campaigns may also take less time, are not violent or sacrificial. A key difference is that movement is the outcome of multiple campaigns organized to achieve a bigger goal (Lorenzo & Uba, 2009). The Go Red for Women provides insights into the role of a movement in addressing social issues. The passion, energy, and power reflect like-minded individuals’ commitment to build platforms and implement initiatives that promote the development of the broader society. The fact that campaigns and movement address critical issues in communities mean that none is better. However, a movement serves broader goals and reveals the desire to create lasting opportunities.
AHA Attempt to Encourage Sponsors in A Nonprofit Environment
AHA attempted to encourage sponsors because of the need to gain traction at the national and grassroots levels quickly. The move would allow the association to increase the passion and energy needed to address heart disease and its devastating effects on families. Encouraging sponsors in a non-profit environment was also part of the move to acquire more funds for various social causes (Rangan & Bell, 2007). Further, the sponsors would play a crucial role in ensuring that the public was emotionally involved in programs that aimed to improve the quality of life at the community level. One challenge associated with encouraging sponsors in a non-profit environment is the inability to access continuous funding to support internal programs. The limited resources also jeopardize the mobilization of the right skills. External challenges include limited networking and the weak capacity to empower more people to be part of the mission.
AHA’s Current Marketing Campaigns and Promotion
AHA relied on statements released to the public to make more people aware of the research efforts made to safeguard the interests of vulnerable women. Community initiatives such as the Passion Project also help to connect with consumers on an emotional level. In this regard, it is easy for the association to generate more desire and the bond that unifies beneficiaries with employees, volunteers, and corporate partners. The use of paid-adverts is also a good move for AHA to connect directly with more consumers.
From the website, Go Red for Women emphasizes the commitment to preventing cardiovascular conditions. In this case, the association stresses the need for women to care for their hearts through healthy diets and regular physical activities (American Heart Association, 2020). The website also shows the association’s focus on promoting healthy living by encouraging individuals to eat smart and lose weight. Ideally, the benefits of maintaining a healthy diet involve learning to balance nutritional eating and physical activities to reduce the risk of cardiovascular diseases (American Heart Association, 2020). AHA markets on the website through the online marketing channel, where clients can access the brochure containing different healthy products. Events such as luncheons organized for women and community programs also help market the association and elicit an emotional connection with the mission.
References
American Heart Association. (2020). Go Red for Women. American Heart Association. https://www.goredforwomen.org/en
Lorenzo, B., & Uba, K. (2009). Introduction: The outcomes of social movements. Mobilization: An International Journal, 14(4), 409-415. https://www.researchgate.net/publication/268816435_Introduction_The_Outcomes_of_Social_Movements/link/54ad0af20cf24aca1c6bb2c8/download
Rangan, K., & Bell, M. (2007). Go Red for Women: Raising heart health awareness. Harvard Business Review.