Heart Foundation Falls On Its Sword, Pulls “Offensive, Dangerous” Ads

Heart Foundation Falls On Its Sword, Pulls “Offensive, Dangerous” Ads
SHARE
THIS



The Heart Foundation has finally decided to pull its controversial “Heartless Words” campaign after a ferocious social media backlash.

The social media campaign arrived last Tuesday and basically inferred people who didn’t look after their hearts, and subsequently died of heart disease, didn’t love their loved ones.

B&T’d love to show you the offending ads, but they’ve been removed from The Heart Foundation’s Twitter page and from YouTube.

Created by its incumbent creative agency Host/Havas, the campaign was immediately pilloried as “heartless”, “cruel” and “plain nasty” by people who’d viewed it online, many having lost loved ones to heart disease.

By Wednesday, The Heart Foundation management agreed to alter the ads, removing a particularly controversial scene where a mother, who’s putting her young son to bed, says, “Every time I told you I loved you I was lying – you are not my priority.”

Screen Shot 2019-06-03 at 10.45.22 am

At the time, Heart Foundation Victoria chief executive Kellie-Ann Jolly publicly apologised for offending anyone, but stood by the powerful message the ads were trying to convey.

However, over the weekend, the organisation caved into public pressure – namely from people who threatened to stop donating – and pulled the spots altogether.

Heart Foundation board chairman Chris Leptos said: “To all the people who have been offended by our campaign, we apologise, and to all those who provided their feedback, we have listened.”

Heart Foundation chief medical adviser Professor Gary Jennings telling the ABC that the Foundation acknowledged “it’s a very traumatic thing to lose someone to heart disease … and it brought back memories to people.

“The Heart Foundation has decided to withdraw from this campaign because of the reaction they’ve received from several quarters in the media and in the community that perhaps the call went a little bit too far and has upset too many people,” the Professor said.

Screen Shot 2019-06-03 at 10.46.29 am

The other problem for the campaign was that it had been largely rounded-on by health professionals, too.

Australian of the Year and mental health professor Patrick McGorry tweeted: “So people are to blame for their illness? That’s been precisely the basis for stigma in mental illness and addictions. “Same for suicidal patients in EDs where they are blamed and put to the back of the queue.”

The head of obstetrics at the University of Melbourne and Mercy Hospital, Sue Walker, told ABC Radio Melbourne it was “a little bit reductionist to suggest that people died because they didn’t care for themselves or they didn’t care for others”.

Dr Nigel Stobbs tweeted: “This disgrace has actually been made a pinned tweet. It’s beyond belief that the Board of Directors of the Heart Foundation would have signed off on this campaign. The trauma they are causing to survivors and families is incalculable.”

 

Please login with linkedin to comment

Ad campaigns Host/Havas The Heart Foundation

Latest News

Highsnobiety Partners With Citizens Of Culture To Help Lead Its Media Partnerships In Australia
  • Media

Highsnobiety Partners With Citizens Of Culture To Help Lead Its Media Partnerships In Australia

Culture-leading publisher Highsnobiety continues to evolve its local operations with the appointment of Citizens of Culture as its strategic partner across media operations within Australia.  Highsnobiety is a premium global brand dedicated to cultural pioneers, with work spanning across digital platforms, print media, documentaries, cutting edge events, a shopping platform and a full service creative […]

Investigation Reveals That Amazon Destroys Thousands Of Dollars Of Unsold Stock, Including Laptops, TVs And Face Masks
  • Technology

Investigation Reveals That Amazon Destroys Thousands Of Dollars Of Unsold Stock, Including Laptops, TVs And Face Masks

An investigation by British broadcaster ITV has found that Amazon is destroying millions of items in unsold or returned stock. The report specifically focuses on one of the 24 warehouses the company has in the UK. According to ITV News, the destroyed items are largely unused and new, either returned items or those which never […]

by B&T Magazine

B&T Magazine
Witchery Partners With GlamCorner To Boost Subscription Shopping
  • Media

Witchery Partners With GlamCorner To Boost Subscription Shopping

Australian fashion brand Witchery has partnered with B Corp GlamCorner as part of GlamCorner’s subscription box offering as the demand for everyday essentials soars. This partnership marks another milestone for the Australian fashion industry towards becoming more circular and introducing more paths to reduce textile waste. Customers nationally will be able to rent more of […]

Curry Club For COVID-19 Relief, Powered By UnLtd, Challenges AdLand To Raise $100,000
  • Marketing
  • Media

Curry Club For COVID-19 Relief, Powered By UnLtd, Challenges AdLand To Raise $100,000

The media, marketing and creative industries are being encouraged to host their own ‘Curry Club for COVID’ before 30th June to help meet the ambitious $100k target set by its organisers. Curry Club for COVID, which was conceived by long-time adtech executive Peter Bray, sales director at Impact, and is powered by industry social purpose organisation […]

by B&T Magazine

B&T Magazine
UnLtd’s ‘Goals for Good’ Soccer Tournament Celebrates 10 Years
  • Media

UnLtd’s ‘Goals for Good’ Soccer Tournament Celebrates 10 Years

The UnLtd Cup is returning for its tenth consecutive year, marking a decade of soccer shenanigans that’s raised nearly $500,000 for children’s mental health charity, KidsXpress. On July 22-23rd, 28 teams from across the industry will battle it out on the soccer field in the two-day tournament at Sydney University Sports and Fitness Centre, Darlington. […]

Mobile Pnone Shopping Online With A Debit Card
  • Marketing
  • Technology

Ultra Commerce Acquires Vesta eCommerce

Australian-bred company Ultra Commerce has acquired New Zealand-based company Vesta eCommerce, a global software business providing leading product data management solutions. The recent acquisition is a significant move for the business, which is Australian born, owned, and headquartered, but has built out a global presence as it pursues rapid growth in the eCommerce market. Connecting […]

Crater Teams Up With Director Luna Laure For ‘Harry’s Story’, Canteen’s Newest Campaign
  • Campaigns

Crater Teams Up With Director Luna Laure For ‘Harry’s Story’, Canteen’s Newest Campaign

Canteen’s latest campaign features the combined talents of Director Luna Laure and creative agency Crater. The campaign strives to raise awareness for young people affected by cancer. The awareness campaign centres around Harry Barentson, who at 12 years of age found out his pregnant mum had cancer. The campaign aims to bring awareness to Canteen’s […]