Macy’s was looking for a way to connect their brand to a nonprofit organization to show that the company could offer the world more than just a place to shop. It decided to partner with the American Heart Association and its Go Red For Women campaign.
In 2004, the American Heart Association started Go Red for Women as a way to get women’s attention about an issue that had mostly been directed at men.
The company decided to partner with AHA to raise awareness, teach women how they can help their heart, and raise money for the organization. Because heart disease is the number one killer of women, this is an issue that many can relate to and was a smart decision for Macy’s.
The company has created four easy ways for people to participate in American Heart Month:
Customers can round up their purchase to be donated to the American Heart Association.
Shoppers can buy a certain red dress and 10 percent of the proceeds from that go directly to the AHA.
People can join the #GoRedGetFit community to get fitness, nutrition and general tips for healthy living.
Participants can also follow along with a calendar filled with little things that they can do every day to improve their heart health and contribute to the cause.
Macy’s also sponsors a show at New York Fashion Week called the Red Dress Collection which brings attention to the Go Red for Women campaign. The event is a glamorous evening, just like any NYFW show would be. Celebrities walk the runway in all red to show that women are powerful and will stand up against heart disease.
A partnership with the AHA was a great move for Macy’s because of its connection to women and how they use wearing red as a way to support the organization. In consumers minds, the color red is already associated with Macy’s, so incorporating the American Heart Association into their brand was seamless.
Continuity between a brand and the nonprofit they partner with is important because it makes it easy for consumers to connect a brand with its mission.
Meighan Girgus, AHA’s chief mission officer told PR week that, "For more than a decade, the American Heart Association’s (AHA) Go Red movement has engaged local and national media personalities in unique and meaningful ways.” Grigus goes on to say that the Go Red campaign has showcased women’s stories and given them the opportunity to share the message across their own social networks.
AHA's partnership with Macy’s has raised more than 69 million dollars for Go Red for Women since 2014, an impressive contribution.
February isn’t just about surviving the cold and celebrating Valentine’s day, it’s also American Heart Month and a perfect time to learn about heart-healthy living. Check out the Go Red for Women website to learn how you can contribute to the cause and keep your heart in tip-top shape!
Photo by Quentin Keller on Unsplash.