The Red Dress, the centerpiece of The Heart Truth, is a red alert that inspires women to take action to protect their heart health. The primary message driving The Heart Truth campaign is: "Heart Disease Doesn't Care What You Wear? It's the #1 Killer of Women."

Why a Red Dress?

The Red Dress was designed to build awareness that women are at risk; give a sense of hope that women can reduce their risk, and empower them to do so; and provide a clear call to action coupled with a sense of urgency. As an icon, the Red Dress tested well with women across the country who cited its ability to get attention, convey the seriousness of heart disease, and change the perception that it is only a man's issue.

The Heart Truth introduced the Red Dress as the national symbol for women and heart disease awareness during American Heart Month at New York Fashion Week in 2003.