The Heart Foundation’s newest brand campaign, which aims to break through the complacency about the nation’s number one killer, highlights the criminal behind 51 deaths per day in Australia.
Created with the Heart Foundation’s new media partner News Corp Australia, the ‘Serial Killer’ campaign aims to put heart disease at the top of the nation’s health agenda.
The four-week integrated print, digital and broadcast media and marketing campaign, launched today and led by News Corp’s media and marketing solutions division newsamp, features high impact wraps of News Corp’s Sunday metro newspapers, and a takeover of the True Crime Australia site, revealing the ‘criminal’ as heart disease — the nation’s worst ever serial killer.
The print and digital execution is complemented by an editorial advocacy and social media campaign sharing the hashtag #showsometicker.
The aim is to start a movement towards better heart health awareness and management, driving people to the newly launched Heart Foundation Heart Age Calculator, leading to a check-up with their GP and a move towards improved lifestyle and diet.
The campaign aims to not only improve Australians’ heart health, but to make real, positive change by calling on the nation’s leaders and health decision makers to make heart health checks Medicare-funded, as part of the Heart Foundation’s 7-point advocacy plan.
Heart Foundation chief marketing officer Chris Taylor said: “If a serial killer was indiscriminately taking 51 lives across Australia each day, we’d spare no resources to bring them to justice and keep our community safe.
“Yet most Australians don’t know the risk factors for heart disease, including their own personal risk, or the warning signs of a heart attack. We have become dangerously complacent about it.
“Serial Killer is a bold campaign, but it’s also purposeful and brave.
“We partnered with News Corp and collaborated on a concept that we believe will educate, inform, and compel people and government to take action.
“We are confident this will bring back Australians’ awareness about heart disease, and spark positive change that saves lives.
“Working with the team at News Corp is delivering more than we could have hoped.
“What began as a creative idea, has developed into a fully integrated campaign, leveraging News Corp’s experts and assets nationally, including campaign management, editorial, creative, production, digital, marketing and PR.
“News Corp is the perfect media partner to help us reach people who are most at risk of heart disease, whether they live in a city, regionally or in small towns,” Taylor said.
News Corp Australia chief operating officer, publishing, Damian Eales added: “We are proud to partner with the Heart Foundation to help stop the nation’s worst killer and save lives.
“News Corp has the trusted media brands, creative minds and the passion to engage millions of Australians with this important issue and kick-start a national conversation about heart health.
“In addition, we will boost awareness of the important work of the Heart Foundation and place heart disease and heart health back at the top of the national health agenda”.
“Serial Killer” will run for four weeks across News Corp’s print and digital mastheads, with a homepage takeover on news.com.au and sponsorship of the True Crime Australia site, supported by TV and radio ads, and editorial and educational videos about heart disease on News Corp Australia and Heart Foundation platforms.
The stories will educate readers on the warning signs of a heart attack, with a focus on women and heart disease, since nearly three times as many women die from heart disease as from breast cancer.
As part of the high impact creative, prominent individuals have been commissioned to share their personal experience with heart disease, including retired NSW Police assistant commissioner, Clive Small and Editor of The Sunday Telegraph, Mick Carroll.