The Heart Foundation And News Corp Launch New Campaign ‘Walk Away From A Killer’

The Heart Foundation And News Corp Launch New Campaign ‘Walk Away From A Killer’
B&T Magazine
By B&T Magazine



The Heart Foundation launched a new campaign urging Australians to get up and walk our way to better health.

Developed with News Corp Australia and creative agency Host/Havas, the five-week integrated print, digital and broadcast media and marketing campaign, Walk Away From a Killer, is the next instalment in the award-winning partnership between News Corp Australia and the Heart Foundation.

It follows the highly successful Serial Killer campaign in February, which highlighted the fact that heart disease accounts for 51 deaths daily, Australia-wide, a number that’s since dropped to 48.

Within a week, the Serial Killer campaign led to tri-partisan support for adding Heart Health Checks to the Medicare Benefits Schedule.

The latest campaign kicked off this morning, with mega wraps across News Corp Australia’s key metro mastheads The Daily Telegraph (pictured below) and Herald Sun as well as full-page advertisements in selected regional mastheads including the NT News and The Gympie Times with another mega-wrap in The Courier-Mail on Thursday.

DT Walking

This is to be followed on 17 November by another wrap on Body + Soul magazine in Sunday mastheads, along with sponsored columns in Body + Soul over several weeks.

The campaign is being supported by an editorial series across key metro and regional mastheads, highlighting how walking has enhanced individual lives in different ways.

The Heart Foundation’s chief marketing officer Chris Taylor said walking was a proven way to cut the risk of heart disease, including associated factors such as high blood pressure and being overweight.

Taylor commented: “Startlingly, only about 50 per cent of Aussie adults meet the minimum daily recommended physical activity.”

Taylor said the campaign will build on the Heart Foundation’s support over more than 20 years for Australia’s largest free walking program, Heart Foundation Walking, and its more than 1100 walking groups across Australia, ages and communities.

He continued: “Our new walking campaign will feature strong, engaging content aimed at building awareness of walking and galvanising Australians to take a stand for their health.

“Heart Foundation Walking is a truly great initiative and as part of this campaign we will be sharing stories of people whose lives have been transformed by walking.”

Taylor said a campaign highlight was the ability for News Corp Australia’s regional mastheads to target campaign advertising in areas where people are most inactive,  and therefore at higher risk of heart disease.

He added: “Only News Corp Australia can give us this kind of targeted reach.”

News Corp Australia’s chief operating officer, publishing, Damian Eales said the ability to target hyper-local advertising showed the key role local news played in local communities.

Eales said: “Our partnership with the Heart Foundation will include targeting populations where a significant portion of the population is at risk from a disease that’s often preventable, demonstrating how important local media is at the community level.”

Half-page advertisements in News Corp Australia’s metropolitan and regional mastheads on November 4 and 18 will coincide with geotargeting on Instagram and Facebook, digital direct response and search engine marketing campaigns.

People will be encouraged to join a Heart Foundation Walking group and download the Heart Foundation’s walking app.

The pace will accelerate November 1-December 10 with the “Put Your Foot Down” step challenge, in which app users will go in the draw to win prizes for every 100,000 steps walked.




Please login with linkedin to comment

Heart Foundation Host/Havas News Corp Australia

Latest News

Clemenger launches agricultural graduate program
  • Marketing

Clemenger launches agricultural graduate program

The Clemenger Group has launched its inaugural Agri Graduate Program, a significant milestone in its commitment to fostering talent within the agricultural sector. Anna Upton and Harriet Watson have joined the Redhanded and Porter Novelli teams respectively. (Lead Image: Anna Upton and Harriet Watson) Designed to engage graduates from diverse academic backgrounds, the Clemenger Agri […]

Levi’s Appoint UM As Global Media Agency For $217m Account
  • Marketing

Levi’s Appoint UM As Global Media Agency For $217m Account

The world’s most famous jean brand has picked UM as its global media agency after working with the firm for four years in the US. As published by Campaign US, the IPG Mediabrands agency was named Levi’s media agency of record in the US, Canada and Mexico in 2019 following a review. Omnicom Group’s OMD. […]

QMS Nabs Sean Rigby From oOh!media
  • Media

QMS Nabs Sean Rigby From oOh!media

QMS has today announced the appointment of Sean Rigby as national trading and partnerships director. Rigby departed oOh!media as group revenue director earlier this year and will replace the role left by former general manager – trading, John Glynn. He will join QMS in quarter four 2024 and will be based in Sydney. With over […]

Bumble Reveals New Brand Identity To Usher In New Era Of Dating
  • Campaigns

Bumble Reveals New Brand Identity To Usher In New Era Of Dating

Today, women-first dating app Bumble unveiled a refreshed visual identity and a new global campaign, underscoring the company’s continued commitment to making dating better for women. The campaign coincides with the dating app expanding upon its signature Make The First Move functionality with the launch of Opening Moves. After a decade of revolutionising the way […]

Stay In The House From Up! Airbnb Introduces Icons
  • Campaigns

Stay In The House From Up! Airbnb Introduces Icons

Experiential marketing is going from strength to strength as brands seek to connect with consumers in a world overflowing with content. Today Airbnb is taking this trend one step further with the launch of Icons, a new category of extraordinary experiences hosted by the greatest names in music, film, television, art, sport, and more. Icons let […]

Changing The Conversation: The Role Of Media In Ending Violence Against Women
  • Media

Changing The Conversation: The Role Of Media In Ending Violence Against Women

It’s flooded our screens for weeks now, the faces and names of the countless women killed and the hands of a partner or man known to them this year alone. Latest reports suggest a 30% spike in the rate of Australian women killed by intimate partners last year. It’s an epidemic, and despite the nearly […]

Spotlight On Sponsors: Ferrari Signs Landmark New Title Sponsor
  • Marketing

Spotlight On Sponsors: Ferrari Signs Landmark New Title Sponsor

Ferrari has signed a landmark deal with HP ahead of this weekend’s Miami Grand Prix. Meanwhile, the Cronulla Sharks are prioritising mental health this weekend with their inaugural GotchaForLife Mental Fitness Round. Welcome back to B&T’s Spotlight on Sponsors series, where we break down all the major sponsorship news from inside the sporting world. B&T unpacks all […]

History Has Arrived: It’s The Cairns Crocodiles Inaugural Shortlist
  • Advertising

History Has Arrived: It’s The Cairns Crocodiles Inaugural Shortlist

Like the second coming of Christ, The Cairns Crocodile Awards presented by Pinterest has been at the top of the advertising, marketing and media industry’s collective mind since we announced it back in 2023. Now, we’re but one more step away from crowning the very first round of winners with this the revealing of the […]

Recommended

by B&T Magazine

B&T Magazine
Choose A Path Less Trodden This Cannes In Cairns
  • B&T Exclusive

Choose A Path Less Trodden This Cannes In Cairns

Don’t be basic. Think creatively and you shall reap the benefits of Cannes in Cairns. “We want brands!” “We want the CMOs!” We heard you and we acted. The content slate at this year’s Cannes in Cairns, presented by Pinterest, is packed to the rafters with some epic brands and top marketing talent. But that’s […]

Cannes In Cairns MC Keeva Stratton Shares Her Top Session Picks
  • B&T Exclusive

Cannes In Cairns MC Keeva Stratton Shares Her Top Session Picks

Self-professed nerd and one of four top Cannes in Cairns, presented by Pinterest MCs, Keeva Stratton has a front-row seat to some fascinating minds and fierce debates. But who should you put on your must-see, must-hear list? Here, B&T grabs five with the Quip agency founder, who will be helming the lecture in the Rainforest […]

Nielsen Data Reveals Brands Spending Big To Attract Aussie Tourists
  • Advertising

Nielsen Data Reveals Brands Spending Big To Attract Aussie Tourists

Nielsen Ad Intel data has revealed that the travel and tourism industry spent more than $153 million on advertising in Australia in Q1, 2024 – an increase of 8 per cent from the previous quarter, with TripADeal the biggest spender, followed by Virgin Australia, then the Flight Centre-owned Ignite Travel. As many Australians return from […]