The Heart Foundation needed to mobilise awareness around heart health including Australia’s dangerous complacency about heart disease. The Heart Foundation partnered with News Corp Australia in a bold, brand campaign that received numerous awards.
• 2019 Mumbrella Awards Media Campaign of the Year
• 2019 Cannes Lions International Festival of Creativity Awards (shortlisted in three categories)
• 2019 Effie Awards Short Term Effects (gold), Media Led Idea or Media Partnership (gold), Not for Profit (silver), Positive Change (silver)
• 2019 News Media Awards Best Execution of Print Advertising for a Client (National/Metro), Best Execution of Integrated Advertising for a Client (Open), Best Execution of Native Advertising for a Client (Open), Best Innovation for an Advertising Client (Open) and Best Community or Social-Purpose Initiative (Open)
• 2019 Australian Marketing Institute Awards for Creativity in Brand, Product or Service Marketing; Integrated Marketing Communications program; Social Change Marketing and Not for Profit Marketing
• 2019 B&T Awards Best PR Campaign.
The four-week integrated campaign was launched and led by News Corp’s media and marketing solutions division, newsamp. We teased then revealed the “criminal” as heart disease – the nation’s worst serial killer. The campaign featured high impact print and digital executions, online “Encounters with a Serial Killer” videos along with TVC’s and radio ads. I art directed and produced all creative assets used in this campaign as well as the case study video shown here.
The campaign was well received and hugely successful. Results in just the first week included:
- Public tri-partisan support (Federal Government, Federal Opposition and Greens) for more action on heart disease, including the need for Medicare-funded health checks.
- A Federal Government promise to introduce a dedicated Medicare Benefits Schedule item number for Heart Health Checks by 1 April 2019, which the Heart Foundation estimates will prevent 9,100 deaths from heart attack and stroke over the next five years.
- A $170-million commitment by the Federal Opposition for Medicare-funded Heart Health Checks if Labor wins the next election.
- Almost 2,000 media stories – print, online, radio and TV – that have helped spread the important message about heart disease to more than 20 million Australians.
- More than 150,000 unique completes of a new consumer Heart Age Calculator, which was launched in conjunction with the “Serial Killer” campaign.
- Heart Foundation website traffic has increased by 270 per cent.