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Heart Truth's Red Dress Collection Fashion Show 2012

Dec '11
For the fifth straight year, the Foundation for the National Institutes of Health (FNIH) and Diet Coke are joining forces to raise awareness and funding for women's heart health programs. Once again, Diet Coke will hit the runway as a Presenting Sponsor of The Heart Truth's Red Dress Collection Fashion Show 2012, during Mercedes Benz Fashion Week in New York.

The Red Dress Collection is co-sponsored by the National Heart, Lung, and Blood Institute (NHLBI), one of the National Institutes of Health (NIH), and the FNIH in support of The Heart Truth campaign. This year's event will expand its annual Fashion Week presence as it celebrates the 10th anniversary of the campaign, which seeks to bring greater awareness among women that heart disease is their number one killer.

"Diet Coke is a passionate supporter of The Heart Truth and the Red Dress Collection Fashion Show. The iconic red dress acts as a call out to all women to make the connection to their heart health and the health of their mothers, sisters, and daughters." said William White, Group Director, Diet and Zero Brands, Coca-Cola North America. "Along with the Foundation we've been able to reach a new generation of women with messages about heart health."

For 2012, the Red Dress Collection will again officially kick off Fashion Week with its top-tier designer and celebrity supporters, but will do so in a new venue — the Manhattan Center's Hammerstein Ballroom in New York. The move will provide greater space and additional opportunities to showcase the critical messages behind the Red Dress.

The change in show venue will also allow for increased sponsor activation and product promotions as part of the runway presentation. More than 1,500 guests will experience the evening that in 2011 generated more than 1 billion media impressions in top-tier media and social media outlets, including the Today Show, the New York Times, Access Hollywood, and Woman's Day.

"The support from Diet Coke has been critical in helping to position the show as a forum to spread the message of heart health to women. We continue to seek corporate sponsors for the February event who share our vision for reaching millions of women with this high-impact, high-value media opportunity. We have witnessed tremendous success in custom-design programs, including cause-marketing linkages for sponsors to ensure the greatest reach," said Richard Scarfo, director of strategic alliances, FNIH.

Since The Heart Truth created and launched the Red Dress as the national symbol for women and heart disease awareness in 2002, more than 70 top fashion houses and 150 celebrities have participated in The Red Dress Collection Fashion Shows, helping to increase awareness among women nationwide.

Established by the United States Congress to support the mission of the NIH—improving health through scientific discovery in the search for cures—the Foundation for NIH is a leader in identifying and addressing complex scientific and health issues.

The Heart Truth is a national awareness campaign for women about heart disease and is sponsored by the NHLBI, part of the NIH, U.S. Department of Health and Human Services (HHS). Through the campaign, the NHLBI leads the nation in a landmark heart health awareness movement that is being embraced by millions who share the common goal of better heart health for all women.

Foundation for the National Institutes of Health (FNIH)

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