Diet Coke and Heidi Klum have launched a national campaign to raise awareness and funds for women’s heart health education and research. Diet Coke will be spreading the message of “The Heart Truth” via both television and digital advertising.
February is American Heart Month, and for the fourth consecutive year, Diet Coke is partnering with the National Heart, Lung, and Blood Institute to support The Heart Truth campaign. This year, Diet Coke has created a national game of “Capture the Flag,” inviting people to visit a special website where they can capture flags with a click of the mouse to trigger a donation from Diet Coke to heart health programs.
Heidi Klum and Diet Coke launched the campaign Tuesday (2/1) at an all-star, first-of-its-kind “Capture the Flag” game in Los Angeles. Two teams faced off at the University of California, Los Angeles’ (UCLA) Drake Stadium. The teams were playing to raise funds for two heart health organizations: UCLA Preventative Cardiology Program and the University of California, Davis Women’s Cardiovascular Medicine Program.
“Capture the Flag is such a fun game, so when Diet Coke asked me to join the team, I was in!” said Klum. “It’s simple for anyone to participate: go online, capture a flag, and you’ve raised money. Capture more flags. Raise more money. It’s that easy.”
Chelsie Hightower, Natasha Bedingfield and Ryan Kwanten were also on the sidelines along with the Laker Girls to support the teams and the cause.
“Diet Coke is a passionate supporter of The Heart Truth campaign. This year we’re offering people more ways than ever to participate. We invite everyone to join us by going online to capture flags and help raise awareness and funding for heart health programs,” said William White, Group Director, Coke North America.
“Partnering with Diet Coke provides an opportunity to place The Heart Truth message into the minds and hands of millions of women across the United States,” said Ann Taubenheim, Ph.D., M.S.N., Project Director for The Heart Truth campaign.
When people play the game this February on the Diet Coke website, flag captures will trigger donations up to a grand total of $100,000. Diet Coke will be hosting “Capture the Flag” games in Atlanta, Austin, Boston, Chicago, Columbus, Seattle, and Washington D.C. Through these games, the launch event in Los Angeles, online “Capture the Flag” program and a special partnership with Subway restaurants, Diet Coke will be donating over $300,000 to local heart health organizations in February.
Diet Coke is also bringing the “Capture the Flag” campaign to consumers in stores via special packaging. Diet Coke will continue to spread The Heart Truth message through national television and digital advertisements. The advertisements will animate the heart flag graphics from the limited-edition Diet Coke cans and bottles. National television ads will be seen by millions of viewers watching “American Idol” and The Academy Awards. Digital ads will be featured on Web sites such as People.com, Glam Media sites and via a Social Vibe game.