With a deep background in biopharma and a keen eye on the intersection of technology and research, Ivan Kairatov has become a leading voice on innovative public health strategies. Today, he joins us to discuss a unique cause-marketing campaign that transforms the retail experience into a powerful platform for social change. We’ll explore how corporate-nonprofit partnerships are tackling the alarming rise of cardiovascular disease in women, the specific mechanics behind a retail-based awareness model, and how everyday consumer actions can help close a critical gender gap in medical research.
With over 4 in 10 women in the U.S. having some form of cardiovascular disease, how does the “Go Red. Shop with Heart.” campaign specifically aim to reverse this trend, and what is the core message for consumers? Please provide some details on your outreach strategy.
The statistics are genuinely staggering, and they demand an equally powerful response. When you hear that more than four in ten women are affected by cardiovascular disease, and that it kills more women than all cancers combined, it’s clear that a quiet approach won’t work. This campaign’s goal is to sound a public alarm. We kicked this off by bringing major retail partners and American Heart Association volunteers to the New York Stock Exchange to ring the opening bell. This wasn’t just a photo opportunity; it was a visceral, audible signal to the world that we need to pay attention. The core message for consumers is that their everyday actions hold immense power. We are turning a simple transaction into a moment of meaningful change, inviting shoppers to help us fund the science that can save the lives of their mothers, daughters, and sisters.
This initiative unites major retailers like Michael Kors, Reebok, and Commando. Could you walk us through the specific ways these partnerships generate funds and why a retail-based model is so effective for a public health awareness campaign?
The beauty of this model lies in its integration into daily life. We’ve partnered with an incredible roster of brands, from Away to Torrid, to create a seamless way for people to contribute. The mechanics are straightforward: throughout February, when you’re at the checkout, either in-store or online, you’ll be prompted to donate to the American Heart Association. In other cases, brands donate a percentage of proceeds from specific items. This retail-based model is so effective because it meets people where they already are. We’re not asking them to go out of their way; we’re leveraging a routine activity. As Mindy Grossman, a key volunteer, aptly put it, retail has always been a powerful connector. It allows us to transform millions of individual transactions into a collective force for good, raising both critical funds and widespread awareness simultaneously.
Women are significantly underrepresented in the clinical research that could save their lives. Beyond fundraising, how does this campaign help address this specific gap in cardiovascular science and medicine? Share some examples of the impact you hope to achieve.
This is perhaps the most critical long-term impact of the campaign. The phrase used in the mission, “profoundly underrepresented,” is a powerful and accurate indictment of the historical gap in medical research. For too long, the default human subject in studies was male, leading to massive blind spots in how we understand, diagnose, and treat heart disease in women. The funds raised by “Go Red. Shop with Heart.” are vital fuel to change this. This money directly supports the American Heart Association’s ability to fund new research grants specifically focused on women’s cardiovascular health. The impact we hope to achieve is concrete: more inclusive clinical trials, a better understanding of female-specific symptoms, and ultimately, medical interventions and guidelines that are as effective for women as they are for men. We are literally funding the science that will save and improve women’s lives for generations to come.
Given that an estimated 80% of cardiovascular disease is preventable, how does this campaign turn an everyday activity like shopping into a meaningful moment for change? What are some practical first steps shoppers can take to improve their own heart health?
The 80% figure is both a source of concern and a beacon of hope. It tells us that we have the power to change our own outcomes. This campaign connects that message of personal empowerment with a collective one. By making a small donation at checkout, a shopper isn’t just giving money; they’re participating in a movement. That single click becomes a statement that they care about their own health and the health of other women. This then opens the door for personal action. The first practical step is awareness. We encourage everyone to learn the American Heart Association’s “Life’s Essential 8” – key measures for improving cardiovascular health. It covers things like diet, exercise, and blood pressure. The campaign acts as a trigger, a reminder during a routine activity that your health is worth investing in, both through donations and through simple, positive lifestyle changes.
Retail is described as a powerful connector that can lead with purpose. Can you explain how the “Shop with Heart” platform unites both the industry and consumers in a shared mission, and what success looks like for this campaign in terms of metrics?
The “Shop with Heart” platform serves as a unifying umbrella. It gives an entire industry—fashion, beauty, lifestyle—a shared platform to “lead with purpose,” as the organizers say. Instead of disparate, one-off initiatives, it creates a cohesive, month-long movement that consumers can easily recognize and engage with. It unites competitors under a single mission, which amplifies the message exponentially. Success is measured in a few key ways. Of course, the primary metric is the total funds raised to support the American Heart Association’s mission. But beyond that, success is measured in reach and engagement—how many millions of shoppers were exposed to the message? How many new donors were acquired through our e-commerce network partners? Ultimately, true success is seeing a long-term shift in public consciousness and, eventually, a downturn in the terrifying statistics of heart disease in women.
What is your forecast for the future of corporate partnerships in advancing women’s health initiatives?
I believe we are at a turning point. For a long time, corporate social responsibility was a siloed department. Now, we’re seeing purpose being woven directly into the fabric of a company’s business model, and women’s health is becoming a central pillar of this evolution. My forecast is that these partnerships will become deeper and more integrated. We will move beyond simple point-of-sale donations to more holistic collaborations involving product design, education, and employee engagement. Companies are realizing that their consumer base, which is often predominantly female, is demanding authenticity and action on issues they care about. The future is not just about writing a check; it’s about leveraging a corporation’s entire ecosystem—its marketing power, its supply chain, its customer loyalty—to drive meaningful, measurable, and lasting change in women’s health outcomes.
