Awareness measures whether the public can name AHA, and whether that recognition reaches the people most at risk. AHA scores high on aided recall but plateaus where it matters most — the cohorts whose behavior the brand needs to shape.
This is the awareness terrain — the parts of AHA's discourse the public actually reaches, and the parts they don't.
The campaign infrastructure that built AHA's recognition floor. Twenty years of Go Red turned cardiovascular awareness into a household concept among older women. Strong by every survey indicator.
Awareness Impact sits at 15% betweenness centrality — visible, but not load-bearing. Younger women, the cohort most at risk of misdiagnosis, show the weakest unaided recall. Recognition has plateaued where the mission needs it most.
Search dominance for "heart" doesn't extend to stroke or maternal cardiovascular health. The mandate covers all three; the awareness footprint covers one.
The 63/100 reflects very high aided recognition (~85%) anchored by a 20-year campaign that still generates $16M/year. Younger women and male allies remain outside the awareness footprint, and stroke and maternal awareness trail cardiovascular awareness despite all three sitting inside the same mandate.
Awareness Impact at 15% betweenness signals the structural problem behind the score: the recognition AHA holds is not a hub the rest of the brand routes through. It sits adjacent to engagement rather than inside it.