• Associated Press via Businessweek, Tuesday, January 29, 2008 12:01 PM

Folks who watch "The View" or any of ABC's three soap operas are going to an earful of women and heart disease -- along with Campbell Soup -- next month. The Alphabet Network and the food behemoth have inked a deal for an integrated campaign promoting both healthy hearts and soup via programs and commercials during February, which happens to be American Heart Month. Financial terms were not disclosed, but it is the first deal for ABC that has all of its daytime shows focusing on a single issue.

Heart-related story lines will surface in different ways on "General Hospital" and "All My Children" while hosts "The View" will wear red on Friday to promote the cause. "The more women are really aware of how to make heart-healthy choices from the get-go, it's really, really important," says Brian Frons, president of the daytime TV at Disney-ABC Television Group. "Heart disease is the No. 1 killer of women today."

Campbell is also buying ad time, both heart-related and conventional product spots. "It gives us the opportunity to create frequency of the message throughout the day and throughout the month," says Colleen Milway, the company's global media director at Campbell.

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