UNLTD’s pro bono brand campaign via DDB, Initiative + Kantar raises $300,000 for HeartKids

An industry-backed campaign, launched in January this year, for Heartkids has created dramatic results, raising $300,000 for the charity and creating an uplift in awareness and consideration to donate.

Industry social purpose organisation UnLtd pulled together a coalition of major businesses to create the impactful ‘Things can change in a heartbeat’ campaign for Australia’s only national charity who support and advocate for those impacted by childhood heart disease.

DDB partnered on creative, Initiative on media, Kantar on effectiveness and the campaign was brought to life by more than 20 publishers.

In January DDB Sydney released the work which highlighted the reality for the parents of the one in 100 Aussie kids diagnosed with Congenital Heart Disease (CHD). When you find out you’re going to be a parent, you’re filled with hopes and dreams for your child. When you find out they have a heart condition, you’re left with just one: that they’ll make it.

UnLtd brought the industry together to create the award-winning brand campaign that saw over $3.5million donated in media value.

The multi-channel campaign was made possible through Initiative and pro bono support from the likes of ATN, JC Decaux, News Corp, Nine, Ooh!, QMS, Shopper Media, SWM, Tonic Media Network and many more.

CEO of HeartKids Fiona Ellis commented on the success of the campaign: “With these funds raised, we’re now able to support 100 families this year with important one-on-one hospital and at-home support services.

“It’s been incredible to be a part of this united effort and experience the overwhelming support for our mission to fight childhood onset heart disease in Australia. I’d like to extend a huge thank you to UnLtd and their industry partners for their overwhelming generosity.”

Says Rachel Troy, chief operating officer at UnLtd: “This is another great example of what we can achieve when we combine the power of our industry forces for good.

“Bringing ‘Things can change in a heartbeat’ to life is the perfect show of what we do here at UnLtd in uniting the industry together to create real change and support for Australian charities dedicated to helping young Australians.”

Says Priya Patel, managing director at DDB: “It was a privilege to work with UnLtd and HeartKids on this emotive and powerful campaign and we’re very proud of its success. It’s great to see these impressive results for such an incredibly important cause.”

Says Melissa Fein, CEO at Initiative Australia: “These results are a testament to the hard work all teams involved in this campaign have put in. We couldn’t be prouder to have been a part of this campaign for HeartKids and played a small part in helping further their mission.”

Agency: DDB Sydney
Chief Creative Officer: Tara Ford
ECD: Matt Chandler
Copywriter: Tom Lawrence
Art Director: Sam Raftl
Planner: Jessica Sutanto
Group Business Director: Nick Cleeve
Head of Integrated Content: Renata Barbosa
Post Producer: Emily Wood
Digital Producer: Stacey Szabo
Senior Project Manager: Sally Mueller
Sound Designer: Andy Stewart
Senior Print Producer: John Wood
Studio Manager: David Collins
Senior Finished Artist: José Rodrigues
Photographer: Chris Budgeon
Studio: Headquarters Studio
Producer: Eve von Bibra
Executive Producer: Alison Lydiard
Production Company: Photoplay Photography
Limehouse
Producer: Ashlee Savins
CD and Head of Retouching: James Lucas
CGI Artist: Conor “Goon”

UnLtd
Key Account Director: Saarika Shah

Media Agency: Initiative
Jason Maggs: Global Head of Good, Senior Director of Strategy
Danielle Galipienzo: Associate Director, Client Advice and Management
Maddison Keogh: Director, Client advice and Management
Jessykah Florido: Investment Partnership Manager

Research agency: Kantar
Mark Henning – ‎Executive Director, Media & Creative · ‎Kantar
Jacob Natoli – Client Executive
Allan Breiland – Senior Director, Media
Jess Quizon – Senior Information Executive
Emily Gao – Information Management Manager