A coalition of retail leaders has come together to launch “Go Red. Shop With Heart,” an industry-wide initiative designed to raise awareness and funds for the American Heart Association throughout the month of February, which is American Heart Month.
Designed to mobilize the reach and power of the retail sector, the campaign will activate brands, shopping destinations and consumers in support of heart health through fundraising efforts, educational initiatives and purpose-driven moments.
Shop With Heart is launching with participation from Away, Commando, Lafayette 148, Mastercard, Michael Kors, Reebok, ShopSimon.com, Summersalt, Torrid, White & Warren and other leading brands, retailers and platforms. In addition, Rokt will support the American Health Association with a new donor acquisition campaign.
Shop With Heart was conceived by Mindy Grossman, partner and vice chair of Consello and a member of The DealmakeHers, and Stacy Berns, founder and president of Berns & Co. and cofounder of The DealmakeHers, a community of female chief executive officers, founders and investors working across the consumer and retail ecosystem to expand women’s influence in dealmaking and industry leadership.
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Grossman, who is also a volunteer member of the board of directors for the American Heart Association, and Berns convened a group of senior retail executives to help launch the retail initiative. These founding leaders include Anne Walsh, president, North America retail, at Michael Kors; Emilie Kroner, senior vice president, U.S. market services, at Mastercard; Lee Sterling, chief marketing officer of Simon, and Elizabeth Buchanan, chief commercial officer of Rokt.
Participating retailers will support the American Heart Association through in-store and digital activations, consumer engagement and fundraising efforts, with proceeds benefiting the association’s research, education and advocacy.
Heart disease is the leading cause of death in the U.S. and stroke is number four.
Nancy Brown, CEO of the American Heart Association, said, “Nearly one in three women die from cardiovascular disease, yet women are still profoundly underrepresented in the clinical research, science and medicine that could save their lives. Retailers and consumers are uniquely positioned to turn everyday moments into meaningful change through Go Red, Shop With Heart. We’re inviting shoppers to stand with us during American Heart Month by driving heart health awareness and raising vital funds to help the American Heart Association turn this tide and save and improve women’s lives.”
