Interlex Developing New Brand Positioning Strategy for American Heart Association/American Stroke Association
SAN ANTONIO, March 15, 2012 /PRNewswire/ — The nation’s leading advocacy organization for heart health and stroke prevention, treatment and support is working with Interlex to conduct branding, awareness and attitudinal research to develop a new positioning strategy for the American Stroke Association Brand.
“For the past few months we’ve been deep into the research phase, conducting both quantitative and qualitative studies across General, African American, Asian American, Hispanic, South Asian, and Native American segments,” said Interlex President and CEO Rudy Ruiz.
The goal, according to Ruiz, is to help the Association build a brand platform and communications strategy which is universally appealing and multicultural at the core.
“This is a national initiative,” said Ruiz. “The American Heart Association/American Stroke Association is very committed to improving the health of all Americans. And since minority segments are often disproportionately impacted by stroke, it is very important that they reach these audiences in meaningful, motivational ways.”
Stroke is the number one preventable cause of disability in America, but – according to Ruiz – research shows that a majority of people aren’t aware of its dangers, how to prevent it and how to detect its warning signs to save precious time when it occurs.
“There is a great deal of education to be done to change mindsets about stroke and give people hope so they realize they have the power to live free from stroke. It is complicated given the fears and misconceptions but that’s the kind of challenge we live for at Interlex,” Ruiz said.
“We chose Interlex because of their thought leadership in health and behavior change campaigns as well as integrated General and Multicultural capabilities,” said Miriam Hansen, National Brand Director for the AHA/ASA. “They’ve made a fine addition to our formidable team of health, advocacy and cause marketing agency experts.”
The San Antonio-based shop joins the Ad Council, Grey Worldwide, and Omnicom’s Cone Communications on the AHA/ASA roster of agencies.
Current Interlex health clients include AARP, Care Improvement Plus, Center for Science in the Public Interest, City of San Antonio, New York State Healthy Eating and Physical Activity Alliance, Ohio State University Medical Center, Texas Tech Health Science Center, USDA, Wellmed, and XL Health.
Past health-related clients include American Cancer Society, the state health departments of Delaware, Michigan, Wisconsin and Texas, and University of Texas Health Science Center.
Interlex is a leading full-service integrated marketing communications firm. It is ranked on the Inc. 500 and among the Top U.S. Agency Brands according to Ad Age Magazine. One of the largest Hispanic-owned agencies in the nation, Interlex provides global and national clients seamless general and multicultural marketing services with a focus on marketing that inspires people and empowers communities to live better lives.