Flora ProActiv chose to rerecord and film the 80s hit song ‘A Good Heart’ by Feargal Sharkey to remind Australians over 40 to check their cholesterol and determine if they have ‘a good heart’.
High cholesterol puts people at risk of heart disease. With one Australian having a heart attack or stroke every four minutes, the music video, which is four minutes long, serves as a timely reminder of the consequences of ignoring heart health.
The music video is complemented by a media strategy placing Page at the centre of the conversation, with Page interviewed on Nine’s Today Show during Heart Week (May 1-7) to share his personal heart story and why it is important for Australians to be more proactive about their heart health before it’s too late.
Phoebe Carre, creative solutions, Lead Media, dentsu Australia: “Having Greg Page agree to be the talent of the song was important, as we knew not only would he bring strength in his recognition and singing capabilities, but he brought personal experience in his own heart health scare. We have loved working on a campaign that aims to change behaviour and do good for both society and our client.”
Anita Hancock, head of marketing, Upfield said: “Flora ProActiv helps to lower your cholesterol, but few people know they have high cholesterol. We hope the music video appeals to those who loved the original Feargal Sharkey version, relate to Greg’s heart health message and prompts them to have their cholesterol checked. From there it’s a matter of following the advice of their medical practitioner and making the simple switch to Flora ProActiv if their results are high.”
Page’s interview will be supported by a two-month campaign amplifying the ‘A Good Heart’ music video across YouTube and social. The campaign will be further amplified with contextually placed retail out-of-home advertising and activity in the Coles magazine and catalogue, to remind people to be proactive about their heart health and prompt purchase.
Credits:
DentsuX:
Lauren Small, Managing Director
Kristina Endrikhovskaia, Client Partner
James Lobb – Digital Director
Katie Speirs – Client Director
Alessandro Vari, Senior Client Manager
James Lobb, Digital Director
Katie Speirs, Client Director
Alessandro Vari, Senior Client Manager
Dentsu Content & Partnerships team:
Michelle Miroforidis, National Head of Content & Partnerships
Phoebe Carre, Creative Solutions Lead
Clancy Hiscox, Content & Partnerships Associate
Jacob New, Content & Partnerships Associate
Upfield:
Anita Hancock, Head of Marketing
Gazal Verma, Senior Brand Manager
Yola Sutjiutomo – Brand Manager
Vivien Ying – Assistant Brand Manager
Partners:
We Love Jam – Rearrangement and Music Production
Jaen Collective – Music video production
Network 9 and The Today Show – TV integration and supporting ad activity
Feature image source: Youtube/@Flora ProActiv ANZ
