February 1, 2008
Supermodel Heidi Klum is joining Diet Coke® to help raise awareness
of women's heart health through the Diet Coke Red Dress Program.
The program is part of Diet Coke's new partnership with The
Heart Truth, a national awareness campaign about women and heart
disease, sponsored by the National Heart, Lung, and Blood Institute
(NHLBI).
Heidi will make her first appearance for the Diet Coke Red
Dress Program on National Wear Red Day, Feb. 1, walking the
runway of The Heart Truth Red Dress Collection Fashion Show
at Mercedes-Benz Fashion Week 2008. At the Academy Awards®
presentation on Feb. 24, Heidi will wear an exclusive couture
red dress designed by John Galliano of Dior. Consumers will
have the chance to win the dress through a sweepstakes at www.mycokerewards.com
beginning Jan. 17. For each sweepstakes entry, Diet Coke will
contribute $1, up to a total of $250,000, to the Foundation
for the National Institutes of Health in support of women's
heart health research and awareness.
Additionally, multiple national and local Diet Coke Red Dress
retail programs will help raise funds to benefit the Foundation
for NIH and spread the word about women's heart heath. The Red
Dress Program page at mycokerewards.com will also include a
link to the NHLBI website where consumers are encouraged to
supplement the overall sweepstakes donation with individual
contributions.
The Diet Coke Red Dress Program is one part of a multi-faceted
initiative supporting NHLBI's The Heart Truth campaign that
includes sponsorship of The Heart Truth Red Dress Collection
Fashion Show and The Heart Truth Road Show, plus special Diet
Coke packaging and advertising.
Continuing the momentum started at Mercedes-Benz Fashion Week,
The Heart Truth message will be taken on the road with The Heart
Truth Road Show. At this traveling exhibit, six dresses from
the Red Dress Collection will be displayed and free heart health
screenings and educational materials will be offered to consumers.
The Heart Truth Road Show will stop in 10 cities including Los
Angeles, Atlanta, Philadelphia, Dallas, Houston, Minneapolis,
Palm Beach, Cincinnati, Birmingham and Charleston.
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