American Heart Association | Health Equity and COVID-19 | Virtual Media Tour

Leveraging key brand messages, internal research, and sourced data, our team crafted a strategic media pitch on the complex issues of healthcare inequity, race and the impact of COVID-19, in order to organically introduce the American Heart Association’s call to action around social determinants of health and improving heart health.

The approach included layered outreach, which focused on national, regional, local, and digital TV and radio outlets and targeted major metros with a high volume of COVID-19 cases and largely rural regions with high per capita cases.

To deliver this multi-media, bilingual media campaign, we tapped two prominent spokespeople: the 18th Surgeon General of the United States, Dr. Regina Benjamin, and American Heart Association Chief Medical Officer Eduardo Sanchez, MD. The campaign included a virtual media tour, engaging media across the country in live 3-7 minute interviews, as well as the national distribution of three scripted audio and video segments.

Goals & Challenges

Engage in the discussion around the disproportionate impact of COVID-19 on black, Latino and rural populations

Position American Heart Association as a thought leader in understanding and addressing health disparities in under resourced communities

Educate the public on social determinants of health and provide actionable takeaways for improved heart health

Health Equity & COVID-19 KTNV

Health Equity and COVID-19 Media Tour

The team leveraged multiple tactics from our suite of Remote PR Services, requiring no in-person contact or travel, while delivering the same outstanding results.

The DEFINITION 6 media team booked 51 interviews across multiple platforms including broadcast TV, radio, and digital channels in two languages. The interviews were pitched, booked, and coordinated within a total of five days, and the team produced over 10 hours of interviews.


  • 2 Virtual Media Tours
  • General Market Media
  • Hispanic Market Media
  • :30 News Break Video – Nationally Syndicated Distribution (English language)
  • :60 Audio News Release – Nationally Syndicated Distribution (English language)​
  • :60 Audio News Release (Spanish language) – Nationally Syndicated Distribution – airing in all top 10 Hispanic Market DMAs


Audio & Video Scripting

Campaign Tracking & Measurement

Creative Consultation

Editing & Production

Editorial Direction

Interview Booking & Coordination

Market Research

Media Advisory Development

Media Distribution

Media Strategy and Planning

Media Tour Coordination