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Case studies
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 Cheerios: Supporting a Cause |
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In February 2008, Cheerios launched the second year of its three-year commitment to help fight heart disease through Cheerios Circle of Helping Hearts program. RLPR developed the Hispanic-focused arm of the initiative called “Angel de mi Corazon de Cheerios”, which honors “Angels” who show a special commitment to combating heart disease in their communities with $5,000 grants. In 2007, RLPR launched the first year of the program, spread the word among the Latino community about heart disease, and achieved success with branded media coverage in 12 markets across the U.S.
This year, RLPR partnered with Mexico’ mega star actress Kate del Castillo to add another layer to the program. As the first Angel of the 2008 program, Kate spread the word among the Hispanic community about the importance of heart health and acted as spokesperson of the initiative for the Hispanic media.
Kate del Castillo was a great ambassador of the program. As a woman representing the most vulnerable group of heart disease in the United States, she appealed to her peers. During year two, RLPR motivated approximately 100 community organizations to participate in Angel 2008, and secured branded placements in top national and local television programs and Spanish-language print outlets across the country. So far, the 2008 efforts has achieved more than 125 million impressions with much more to come. |
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