Vigilante, Ad Council campaign targets health and lifestyles of black women

(February 28, 2006) African Americans suffer the highest mortality rates among the total population and African American women in particular are at high risk for dying from cancer, diabetes, heart disease or stroke.

That’s why The Advertising Council, in collaboration with the American Cancer Society, American Diabetes Association and the American Heart Association, has launched of a new series of public service ads designed to motivate African American women to make healthier everyday lifestyle choices. Created pro bono by urban ad agency Vigilante, the ads are being distributed to media outlets nationwide this week.

The new PSAs incorporate a new strategy based on insights gained through research conducted by the Ad Council with the target audience: African-American women between the ages of 35 and 50. The television, radio, print, outdoor and Internet PSAs focus on the idea of sisterhood and urge women to encourage and support their friends to eat right and get active.

The first phase of the campaign received more than $60 million in donated media over the course of one year. As a result of this support, according to a recent Ad Council tracking survey, 87 percent of 30-50 year old women with children report having recently heard, seen or read something about the campaign. In addition, those who saw the ads were more likely to make the link between healthy lifestyles and disease prevention.

"At Vigilante, we don't just know this target audience, half of us belong to it,” said Valerie Graves, Chief Creative Officer of Vigilante. “Once our ThinkTank made sure the strategy was relevant, we used what we know about African-American women to create a campaign that 'keeps it real.' From the concept to the casting to the use of jazz artists George Duke and Rachelle Ferrell as the soundtrack, we just did our thing to help African-American sisters make healthier choices."

The PSAs end with the tagline, “Sisterhood is Healthy.” The ads direct African-American women to call 1-866-399-6789 or visit www.everydaychoices.org for information on disease prevention, as well as resources to help women make healthy choices.


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