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RED DRESS ITALIA RAISES €40,000

The Go Red For Women campaign in Italy was given a huge boost on 18 September, when the Italian Heart Foundation, Elizabeth Arden, and Italian Vogue organized a Gala Dinner in Milan in support of the campaign. The event was judged a huge success by all those involved, over €40,000 was raised for the Italian Heart Foundation, which will be donated to a research centre dedicated to the field of women's health and CVD.

Collaborating for a cause

The year 2008, was one in which the Italian Heart Foundation undertook an exciting collaboration with Elizabeth Arden and Vogue Italia to promote the Red Dress Italia (RDI) educational campaign. A series of events aimed at women, physicians and local authorities were organized during Milan Fashion Week, their purpose being to raise awareness of womens’ health issues, specifically those related to cardiovascular disease (CVD). The ultimate goal is to develop a network of centres of excellence, in Italy, specifically dedicated to women’s health.

Red Dress Italia campaign building

The communication and PR activities were organized with the support and expertise of Elizabeth Arden and started with an advertising campaign in the months of May–October. This included prominent magazine centre-fold inserts and advertisements.

The Red Dress Italia charity gala dinner was held on the roof garden of La Rinascente, the luxury department store, overlooking the magnificent “Duomo” in the centre of Milan. The Italian Heart Foundation, Vogue Italia and Elizabeth Arden invited guests and over 240 attended the dinner. The focus for the dinner was women and heart health – and a free raffle was held with prizes donated by companies and designers who wanted to support the campaign. Guests paid €200 to attend, and over €40,000 was raised for the Italian Heart Foundation which will be donated to a research centre dedicated to the field of women's health and CVD. The event also generated over $1.5 million worth of media coverage.

Educating women to know their risk for cardiovascular disease

In conjunction with the charity gala dinner a Red Dress Italia booth was set up in the women’s wear department of the La Rinascente from which educational material on cardiovascular diseases was distributed. A video showing the global Red Dress campaign was also presented. A prominent window display in the La Rinascente, dedicated to the Go Red For Women campaign, continued the promotion activities.   

A medical counselling service and cardio check during the Milan Fashion Week with the assistance of cardiologists was available and during the months of September-December beauty consultants from Elizabeth Arden will advise on healthy lifestyles and cardiovascular prevention, in selected retail outlets, under the theme “Be beautiful – Be healthy”.

Go Red Products on sale at La Rinascente and in all the Golden Point shops

  • Philippe Matignon and Lycra®: a special limited edition box containing “Ardeur by Philippe Matignon” luxury black thigh highs with little red jewel buttons
  • Go Go Red lipstick by Elizabeth Arden, distributed with the Red Dress Italia leaflet and pin

A press conference will be organized to announce the outcome of the educational campaign and the final use of the money raised. All the activities are under the patronage of the Italian Ministry of Health, the Health Authority of the Milan City Council, and the Italian National Fashion Chamber.

For more information: www.reddressitalia.it

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