The Heart Foundation today launched its first integrated brand campaign, developed with DDB Remedy, to inspire Australians to support an Australia free of heart disease.
The national campaign, to run across digital video, radio, digital and social platforms, kicks off with a hero film that will air for eight weeks on channels including News Corp video platforms, Facebook, SBS On Demand and YouTube.
Hand on Heart will reach millions of Australians via News Corp Australia’s digital assets, with a homepage takeover on news.com.au and advertising across its digital mastheads. News Corp is also providing editorial support for the campaign.
The moving creative features a range of passionate individuals – including celebrity ambassadors who have had heart attacks themselves, Australian cricket coach Darren Lehmann and Wiggles star Greg Page – pledging their commitment to helping the Heart Foundation continue to champion life-saving research.
Heart Foundation CMO Chris Taylor, says the campaign aims to raise awareness of the heart health charity’s vital work, giving people a compelling reason to donate.
“Like most brands in Australia, the catastrophic bushfires and the COVID-19 pandemic forced us to rethink our marketing plan for 2020. We needed to create a plan to maintain and grow our ability to respond quickly and effectively,” he says.
“We achieved this with our campaign to inform Australians affected by heart disease about their increased risk of complications from COVID-19.
“The successful COVID-19 campaign highlighted to new generations the vital work the Heart Foundation does in supporting people with heart disease and those at risk of developing it.
“This campaign will show Australians how we rely on their generous donations to continue this work by investing in heart disease research. More than 90% of our funding comes from the community, not from government.”
Taylor says the integrated brand campaign will be the first for the Heart Foundation and will focus on the call for donations to support its role as the biggest non-government investor in heart disease research.
“Research is a clear and powerful demonstration of the positive difference we make in the world. This shines a light on how the Heart Foundation funds Australia’s best and brightest medical researchers to contribute to tomorrow’s breakthroughs,” says Taylor.
“Over sixty years, the Heart Foundation has helped pioneer several gamechangers in this field, such as the pacemaker, research to repair damaged hearts and life-saving medicines to treat high blood pressure and high cholesterol.
“But despite significant advances, heart disease remains our single biggest killer, claiming 48 lives each day. This campaign illustrates why the Heart Foundation, with Australians’ support, must continue to drive discoveries that make a difference to those affected by this insidious disease.”
The current national campaign will run for eight weeks, then continue with social and digital promotions until December. The execution will include:
Taylor says the campaign delivered a compelling message: “Every dollar invested in medical research brings us one step closer to an Australia free of heart disease.”
The campaign was , . It will also be promoted on the Heart Foundation website and social media channels.
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