Most Canadians don’t think heart disease and stroke will affect them. The perception was that heart disease and stroke (HDS) only affected overweight, aging white men. Yet in reality women had become the fastest growing segment prone to attack. To make matters worse, Canadians believed that they could be fully treated over a few days in the hospital. 

“Make Death Wait” Campaign sparked controversy, with results that beat all objectives, and re-energized the Foundation. The campaign resulted in over $2 million in donations, intent to donate rates climbing to 46%, awareness up 87%, and the urgency of the cause surpassing 84%.