AHA Breaks Effort Via SWG&M

DALLAS SWG&M’s new TV campaign for The American Heart Association advises African Americans and Hispanics not to ignore the warning signs of a possible heart attack, the shop said.

The Austin, Texas, agency launched three spots yesterday for the Texas affiliate of the AHA. Targeting African American women and Hispanic men—two minority groups that are at a high risk for heart attacks—the spots use the tagline, “When a heart attack comes, will you recognize it?”

“Home” opens with a Hispanic family enjoying a relaxing day indoors. When the doorbell rings, a man appears, asking questions about the father. He says to the mother, “I am heart attack. I’ve come for your husband. This is the fourth time that I’ve been by.” As the woman looks over her shoulder, she sees her husband motioning for her to keep quiet, as we see flashbacks of him clutching his chest and arm in pain. She then says to the visitor, “He’s gone out of town for work. Can you come back later, please?” The man says, “No, ma’am. Not this time, I’m afraid.”

Another spot, “Office,” follows a similar theme and shows Heart Attack asking questions about an African American woman at her workplace. When the receptionist says, “She’s gone for the day. Would you like to leave her another message?” Heart Attack replies, “No, I’ve got her number.”

The third spot, a Spanish-language version of “Home,” will launch tomorrow, the shop said. The three spots will run in the Amarillo and Lubbock, Texas, markets with a strong possibility of other AHA affiliates airing them at a later date. The TV-only campaign will run through the end of July. Spending was undisclosed.

According to the AHA, 64.4 percent Americans have some form of cardiovascular disease, including diseases of the heart, stroke, high blood pressure and congestive heart failure. Among non-Hispanic Blacks, 41 percent of men and 40 percent of women have CVD. Diseases of the heart and stroke rank as the No. 1 killer of Hispanic Americans.