Beads for Heartbeats Campaign: Campaign Analysis

2.1 Market Segmentation

Figure 2.1 shows the market segmentation for the Congenital Heart Disease Awareness Campaign. Based on the diagram, Congenital Heart Disease derives from the Social Good Campaign. It falls under the category of organ-related health campaigns which is one of the health awareness campaigns.

2.2 Life Cycle

Graph 2.2 life cycle of the Congenital Heart Disease Awareness Campaign. It is still on the climbing stage as there are not many campaigns raised just for this issue in Malaysia. There are a lot other health issues that are given more priority being warned to the public such as Stop Smoking, Breast Cancer and Diabetes Campaigns rather than giving a chance for the awareness of Children’s Congenital Heart Disease to stand out.

2.3 Congenital Heart Disease Campaigns

There are many events and campaigns held to fund for the treatments of children’s heart disease but, there are not many spesific campaigns that are focused on Congenital Heart Disease in children. These are the children heart disease-related campaigns that were held in Malaysia recently (quoted from the linked sources):

“A Heart for A Heart” Charity Campaign by Prudential Assurance Malaysia Bhd (PAMB)
KUALA LUMPUR, 6 August 2010: 569 children born with congenital heart disease have benefitted from generous public donations through Gleneagles Kuala Lumpur and New Straits Times’ ‘A-Heart for A-Heart’ charity program since its inception 14 years ago. Through this unique charity program, which was initiated in 1996, millions of ringgit raised from public donations has been channeled to support the medical costs for those children who cannot afford corrective surgery.

AirAsia flies Children with Congenital Heart Disease to Bangalore, India
PETALING JAYA: Low-cost carrier AirAsia was all heart as it made its inaugural flight to Bangalore – the flight had 15 children with congenital heart disease aboard. The children will undergo open heart surgery at the Narayana Hrudayalaya Heart Insti tute in India’s Silicone Valley city. AirAsia group commercial regional head Kathleen Tan said the airline was excited about the launch, adding that the service was expected to promote medical tourism in Bangalore.

IJN Raised RM40, 000 for Amirul’s Heart Surgery
INSTITUT Jantung Negara (IJN) foundation recently presented Muhammad Amirul Mukminin bin Khairuddin with the best birthday gift ever. The foundation raised enough funds for Amirul to have his heart surgery in Japan.

IJN Foundation & Children Heartlink Collaboration
In the spring of 2009, a five-member team from IJN spent a week at Birmingham Children's Hospital, Birmingham, UK, exchanging clinical practices and engaging in observational training.

“Donate your Loose Change” Campaign, Collaborative Efforts by AirAsia and IJN Foundation
Donate Your Loose Change campaign netts RM170,000 for needy heart patients. The Donate Your Loose Change Campaign by AirAsia has been doing its bit for needy heart patients. As of June 2008, RM170,000 has been collected from caring passengers flying on the airline’s 71 aircrafts that serve 106 routes covering 60 destinations. Eight heart patients have been able to undergo surgery thanks to the funds from the Campaign, six were suffering from congential heart diseases (since born) and two were suffering from Chronic Rheumatic Heart Disease.

Brave Heart Fund’s 5th Annual Awareness Campaign for Congenital Heart Disease
With the significant number of children born with Congenital Heart Disease and the importance of this issue, the colossal job accomplished by the Brave Heart Fund is worth supporting. The conference launched the 5th annual awareness campaign by the Brave Heart Fund in cooperation with the Children’s Heart Center at the American University of Beirut Medical Center (AUBMC). In addition to its fund-raising activities, the Brave Heart Fund launches a campaign each year to bring attention to the devastating impact of congenital heart defects on infants, children, teens and their families and to raise awareness about the need for more education, support services, research funding and enhance standards of care for Congenital Heart Disease patients.

Congenital Heart Defect Awareness Week in US
An international coalition of families, individuals, non-profit organizations, support groups, and health professionals participate in a campaign to increase public awareness of Congenital Heart Defects and Childhood Heart Disease. CHD Awareness Week is an annual awareness effort to help educate the public about Congenital Heart Defects. Participants include individuals, local support groups, national and local organizations and congenital cardiology centers throughout the world.

Punchbowl Launches “Valentine’s Day eCard” Campaign with The Children’s Heart Foundation
Framingham, Mass. (PitchEngine) February 9, 2010 – Punchbowl Software, Inc., developers of the start to finish party planning site MyPunchbowl.com, has partnered with The Children’s Heart Foundation to create a campaign for Valentine’s Day called “Spread the Love.” During the month of February, Punchbowl will make a donation to The Children’s Heart Foundation for every recipient of a MyPunchbowl eCard. “Spread the Love will raise much needed research funding to help the many children impacted by congenital heart defects,” said William Foley, The Children’s Heart Foundation Executive Director.

2.4 Competitor Analysis

Children’s Congenital Heart Disease direct competitors includes all of the other health campaigns. It’s indirect competitors comprises other public service campaigns like these: