Campbell's, ABC team up for heart health

January 29, 2008 10:23:00 AM PST
People who watch "The View" or any of three soap operas on ABC are going to hear a lot about women and heart disease - and Campbell Soup - in February.ABC and Campbell have a deal for an integrated campaign to promote heart health and the soup in both programs and commercials through February, which is American Heart Month. The companies are not disclosing the cost of the deal, which is the first ABC has ever made to have all its daytime shows focus on a single issue.

The heart-related story lines will surface in different ways. On "General Hospital," one nurse will have a heart attack; on "All My Children," characters will plan a charity event sponsored by Campbell's to benefit the American Heart Association. On the talk show "The View," the hosts will wear red on Friday to promote the cause.

"The more women are really aware of how to make heart-healthy choices from the get-go, it's really, really important," said Brian Frons, president of the daytime TV at Disney-ABC Television Group. "Heart disease is the number one killer of women today."

Camden-based Campbell's has also bought a number of commercial slots during the lineup. Some will focus on heart issues and others will be conventional ads for the company's products.

"It gives us the opportunity to create frequency of the message throughout the day and throughout the month," said Colleen Milway, the global media director at Campbell.


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