The Heart Foundation’s new brand campaign ‘Serial Killer’ has scored significant early wins, just one week after its launch.
‘Serial Killer’ was launched last week to highlight Australians’ dangerous levels of complacency about the nation’s leading cause of death, heart disease.
The bold campaign likened heart disease to a dangerous and indiscriminate serial killer taking 51 Australian lives every day.
Heart Foundation chief marketing officer Chris Taylor has said that the campaign has had an immediate and profound effect, including:
• Public tri-partisan support (Federal Government, Federal Opposition and Greens) for more action on heart disease, including the need for Medicare-funded health checks.
• A Federal Government promise to introduce a dedicated Medicare Benefits Schedule item number for Heart Health Checks by 1 April 2019, which the Heart Foundation estimates will prevent 9,100 deaths from heart attack and stroke over the next five years.
• A $170-million commitment by the Federal Opposition for Medicare-funded Heart Health Checks if Labor wins the next election.
• Almost 2,000 media stories – print, online, radio and TV – that have helped spread the important message about heart disease to more than 20 million Australians.
• More than 140,000 unique completes of a new consumer Heart Age Calculator, which was launched in conjunction with the ‘Serial Killer’ campaign.
• Heart Foundation web site traffic has increased by 270 per cent.
Taylor said this early success demonstrates the power of a bold and brave marketing campaign: “When done right, impactful and purposeful marketing can have an immediate and far-reaching effect on the community and the lives of all Australians.
“This was a shocking campaign, but one that had a strong purpose and one that was needed.
“Despite taking a life every 28 minutes, heart disease wasn’t being tackled or talked about enough by the community or the government.
“Our media investment has been amplified by the tremendous editorial support we’ve received from our partners at News Corp, which was then picked up by other media nationwide.
“This is a great case study in working together with the media to cut through to consumers and government to make a positive impact on the Australian community.”
The Group CEO of the Heart Foundation, adjunct professor John Kelly said: “The Heart Foundation’s marketing team has been working diligently on this project for many months.
“This is a terrific reward for their creativity and hard work, but it is also just the beginning. The Heart Foundation will continue working tirelessly on behalf of the Australian community to protect hearts and save lives”.
‘Serial Killer’ is a four-week integrated print, digital and broadcast media and marketing campaign.
It will continue to be complemented by editorial advocacy and social media sharing the hashtag #showsometicker.
News Corp Australia chief operating officer, publishing, Damian Eales said: “The impact of this campaign has been extraordinary and shows how effective messaging can be across the right channels and platforms.
“By working with News Corp, the Heart Foundation has won a remarkable victory for the health of this country.
“We are proud of what we have achieved together”.
The campaign is part of an holistic Heart Foundation brand push that will roll out in phases in 2019 in collaboration with News Corp Australia and creative agency Host/Havas Australia.
The brainchild of co-founders Gina Williams-Folau (main photo) and Greer Bland, the talent agency Liquorice was born out of a desire to make things easier for brand managers. Liquorice offers social talent for brands wanting to hit the sweet spot with Kiwi audiences. Launching with a roster of big names on board including Millie Elder-Holmes, Athena […]
9000 Western Australians experiencing homelessness are about to face cold winter nights. To call for donations to the 2021 Winter Appeal, Anglicare WA has released a chilling video with renowned actor Liam Graham, best known for his starring roles in Greenfield and The Heights, experiencing mild hypothermia after spending one hour in a commercial freezer. […]
Blackmagic Design has shared how its products were used to shoot the latest commercial campaign for Chris Hemsworth’s fitness training app, Centr. The new campaign, which promotes the progressive 10 week workout plan ‘Power’ replicates the same protocols used to prepare the actor for his latest appearance in the upcoming Marvel franchise film, Thor: Love […]
Airtasker has chosen leading independent digital growth consultancy, Webprofits as a strategic partner to help them expand to new markets. Following a successful IPO in early 2021, Airtasker set its sights on the next strategic objective — expansion and growth in the UK market. After careful review, they partnered with the growth marketing specialists at […]
Cresta Awards has announced that despite having a few more weeks before entries close, this year’s Cresta Awards has surpassed its entries for the whole 2019 Season. Cresta sees this as evidence, not just of evolution in its own awards but of a wider measure of industry confidence and resilience in many markets. The awards […]