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’
SHARE
THIS



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

Shopper Promotes Within Its NSW Sales Team
  • Media

Shopper Promotes Within Its NSW Sales Team

Shopper has promoted Samantha Barron to Group Sales Manager and Jessica White to Business Manager in Sydney to strengthen agency partnerships and continue providing best-in-market sales support to Shopper’s NSW agency clients.

Telstra Announces Payphones Will Now Be Free
  • Technology

Telstra Announces Payphones Will Now Be Free

Telstra has announced its plans to make all payphones in Australia free, aiming to help struggling Aussies. Despite the fact that payphones may seem to have become obsolete, thanks to mobiles. There are still 15,000 Telstra payphones in Australia. Last year Australia made 11 million calls from payphones, including more than 230,000 calls to vital […]

Majella Pinnuck Returns To Anna Whitlam People As Senior Associate, Executive Search, Corporate Affairs & Communications
  • Marketing

Majella Pinnuck Returns To Anna Whitlam People As Senior Associate, Executive Search, Corporate Affairs & Communications

To mark Majella Pinnuck’s return, AWP spoke to her about why she has come back, the hybrid that skills that today’s large organisations need in their corporate affairs and communications professionals, and the challenge of finding candidates with the right skillset. Pinnuck (pictured) started at AWP after she graduated with a bachelor’s degree in Law […]

The MFA Launches A Diversity, Equity And Inclusion Advisory Council
  • Advertising
  • Media

The MFA Launches A Diversity, Equity And Inclusion Advisory Council

The Media Federation of Australia (MFA) has launched a Diversity, Equity and Inclusion Advisory Council, consisting of 13 media agency professionals from diverse backgrounds, with the aim of providing guidance to the industry across all facets of diversity and inclusion. The MFA DE&I Advisory Council will promote the MFA’s ambition to build a diverse, equitable […]

Theory Crew Snares Four New Clients
  • Marketing

Theory Crew Snares Four New Clients

One month into the new financial year, Melbourne-based agency Theory Crew has won four new clients across the beauty and FMCG divisions. New clients include the gourmet fruit spread range from France St. Dalfour; organic tea range Higher Living, new to market Australian baby skincare range from Biophysics Group Avo Baby, and soon to be […]

SCA Appoints 2020 Brian White Scholarship Winner As Part Of Regional Investments
  • Media

SCA Appoints 2020 Brian White Scholarship Winner As Part Of Regional Investments

SCA has appointed Commercial Radio Australia Brian White Scholarship winner Zac De Silva (pictured) to its Albury newsroom as it invests in new talent for regional radio newsrooms nationwide. De Silva received the prestigious Brian White Scholarship in 2020 and completed a paid internship at SCA as part of the award. He is just one […]

Spinach Appointed By Property Developer Beulah
  • Marketing
  • Media

Spinach Appointed By Property Developer Beulah

Spinach has been appointed to manage the media strategy, buying and data capabilities for Australian property developer Beulah. The Melbourne-based developer has several projects in the works including STH BNK by Beulah, one of the most ambitious developments to be undertaken in Australia. With backing from the City of Melbourne’s Future Melbourne Committee, the $2 […]

Digitas APAC Appoints Adrian Farouk To CEO
  • Media

Digitas APAC Appoints Adrian Farouk To CEO

Digitas, the Connected Marketing Agency, part of Publicis Groupe, has announced the promotion of Adrian Farouk as CEO of Digitas APAC. Farouk (pictured above) is currently CEO of Digitas & Epsilon ANZ, he will take on the new role with immediate effect whilst continuing his leadership at Epsilon, the group’s data and tech platform business […]

Magnite Confirms Australian Leadership Team
  • Media

Magnite Confirms Australian Leadership Team

Magnite (Nasdaq: MGNI), the world’s largest independent sell-side advertising platform, today announced that James Young will remain as Managing Director of Australia for Magnite following the acquisition of SpotX.

Sports Teams Unite In Latest Campaign Against Sports Bet Advertising
  • Campaigns

Sports Teams Unite In Latest Campaign Against Sports Bet Advertising

Major sporting clubs and local sporting leaders have united in response to community concern about the effect of prolific sports betting advertising on young people in the Victorian Responsible Gambling Foundation’s new Love the Game campaign. The ‘Join the club’ campaign includes elite and community level players and administrators, parents, kids, umpires and coaches from […]

The Monkeys ECD Vince Lagana Departs
  • Advertising

The Monkeys ECD Vince Lagana Departs

Monkeys ECD Vince Lagana has departed the agency, but not before helping himself to those lamb chops in the freezer.