The Heart Foundation has today launched its first-ever integrated brand campaign via DDB Remedy, that draws on the power of life-saving research to inspire Australians to support its mission: An Australia free of heart disease.
The national campaign, to run across digital video, radio, digital and social platforms, kicks off today 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’ is set to 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 chief marketing officer, Chris Taylor, says the campaign, its first integrated brand 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.
“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 said 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.
“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:
– Hero film on digital video (SBS On Demand, YouTube, News Connect, Display & Video 360)
– Homepage takeover on news.com.au on 28 August
– Digital and social (News Corp, Google, Facebook, Instagram)
– 30-second radio ads in capital cities
Taylor said 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 simple, heartfelt gesture of placing our hand on our heart symbolises the commitment we’re asking Australians to make in helping make heart disease history. We will continue to use this symbol of awareness for the Heart Foundation in existing appeals, such as Give with Heart Day.”
The campaign was developed with support from the Heart Foundation’s specialist healthcare creative agency, DDB Remedy. It will also be promoted on the Heart Foundation website and social media channels.
Client: Heart Foundation
CMO: Chris Taylor
Campaign Director: Caroline Elton
Campaign Manager: Ashleigh Beddoes
Campaign Advisor: Alyce Turpin
Agency: DDB Remedy
CCO: Ben Welsh
Executive Creative Director: Scott Smith
Creative Partner: John Lam
Fernando Luz – Senior Designer
Managing Director Strategy & Innovation: Leif Stromnes
Managing Director: John Bertolini
Group Business Director: Narve Thakrar
Business Director: Caterina Pellegrini
Head of Integrated Production: Renata Barbosa
Senior Producer: Niki Bentley
Production Company: Pool Collective
Director: Simon Harsent
Executive Producer: Cameron Gray
Producer: Topher Dow
Post Production: The Editors
Post-Producer: Charlotte Griffiths
Offline Editor: Grace Eyre
Sound Design: Electric Sheep
Music Composition: Declan Harsent, Electric Sheep
Media Agency: Customedia
Media Strategist: Toby Roderick
Key Account Manager: Ishan Dessai