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’

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

Image lead story Melinda Petrunoff: Pinterest Predicts Is A “Cheat Sheet” For 2024
  • Technology

Melinda Petrunoff: Pinterest Predicts Is A “Cheat Sheet” For 2024

We have 18 days until Christmas but for many in the marketing business, the biggest present has already arrived — Pinterest Predicts. The firm’s yearly look at the trends to come has become an integral part of campaign planning for many, with Melinda Petrunoff, Pinterest’s managing director for Australia and New Zealand, describing it as […]

Big data and analytics visualization technology with scientist analyzing information structure on screen with machine learning to extract predictions for business, finance, internet of things
  • Media

IAB Launches Fourth Module In Its Marketing Measurement Innovation Series

IAB Australia has launched ‘Evolution in Market Mix Modelling’, the fourth module in its Marketing Measurement Innovation Series, which has been developed by IAB Australia’s Ad Effectiveness Council. The module explores what is driving the increased use of MMM and how the technique is evolving with advances in computing power and machine learning to provide […]

Aerial view of a coal fired power station with large cooling towers emitting co2 into the atmosphere. With its lights already turned on the power station is illuminated in moody twilight.
  • Media

Scope3 Expands Carbon Measurement Capabilities To Include DOOH Advertising

Scope3, the collaborative sustainability platform leading the decarbonisation of media and advertising,  announced the addition of digital out-of-home (DOOH) to its emissions measurement. With DOOH ad spending predicted to grow from $17B in 2023 to nearly $24B by 2028, measuring this channel brings us one step closer to understanding the total impact of digital advertising […]

January 14, 2023 - New York, New York, USA: 2023 NRF Big Show press conference with Composition 2024 NRF Singapore.    Photo by Ian Wagreich / © Ian Wagreich Photography
  • Marketing

Now Open For Registration – NRF 2024: Retail’s Big Show Asia Pacific

NRF 2024: Retail’s Big Show Asia Pacific, is now open for online registrations for the main conference. Jointly organized by the National Retail Federation and Comexposium, Retail’s Big Show Asia Pacific will take place from 11 – 13 June, 2024 at the Sands Expo and Convention Centre in Singapore and is expected to draw thousands […]

DBC2 Appoints Jason Fisher To Newly Created Role Of CEO
  • Marketing

DBC2 Appoints Jason Fisher To Newly Created Role Of CEO

Following a period of significant client growth, leading auto marketing agency, DBC2 has appointed Jason Fisher (lead image) to the newly created role of CEO. The appointment is part of DBC2’s long term growth strategy ahead of the agency announcing a brand refresh and expanded proposition in early-2024. As a new shareholder of the business, […]

Three New Hires At Amplify
  • Marketing

Three New Hires At Amplify

Extra pressure on Amplify's Nescafé Blend 43 catering tin today with the arrival of three new recruits.

Boomtown’s Final Masterclass Of 2023 Attended By Almost 100 Media Reps
  • Media

Boomtown’s Final Masterclass Of 2023 Attended By Almost 100 Media Reps

Don’t treat regional media as a charity, but a real growth opportunity: That’s the message from Boomtown’s final masterclass of 2023, attended by almost 100 media industry representatives from across the nation. The masterclass was part of a series of educational sessions, delivered by Boomtown, the media collective championing advertising in regional Australia. The sessions […]