HEART AND STROKE FOUNDATION PROMOTES HEALTH CHECK PROGRAM
By Adnews Staff
The Heart and Stroke Foundation of Canada has begun a new public education campaign to promote its Health Check program. The campaign is intended to coincide with the start of the new year, when consumers tend to make resolutions to eat healthier and exercise more. The 2002 campaign is designed to remind consumers that the Health Check symbol can help them make healthy food choices. The Health Check logo is a rectangle containing a red circle, the words Health Check, a check mark and the words Heart and Stroke Foundation. It appears on the packaging of food that meets certain nutritional criteria based on Canada's Food Guide to healthy eating. The campaign primarily targets women 25 to 45 years of age, who are the majority of grocery shoppers, according to Heather Rourke, manager of communications at the foundation. A television public service announcement called "The Watchful Wife" depicts a woman trusting the grocery shopping to her husband. The campaign also includes a radio PSA in which a woman describes the Health Check symbol as she draws it. The awareness effort also includes print PSAs and a four-week in-store promotion involving signage, grocery cart ads and promotion in retailer flyers. All creative carries the Health Check program's tagline "Health Check tells you it's a healthy choice." The Heart and Stroke Foundation of Canada used GPC International to handle the campaign.