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The Heart Foundation has launched a "breathtaking" advertising campaign, suggesting that people in poor health do not like their families, after a backlash of social media.
The initial campaign featured a scene in which a mother put her child to bed saying, "Every time I told you that I loved you, I was lying – you are not my priority . "
The ad, launched last Tuesday, then removed this scene, while the rest of the controversial video remained the same.
But today, the Heart Foundation has announced that ads will no longer be released.
The Heart Foundation today launched its new advertising campaign, which sparked controversy and provoked negative reactions from social media.
"We apologize to all those who have been offended by our campaign and to all those who responded, we listened," said the chairman of the foundation's board of trustees. Heart, Chris Leptos.
Professor Garry Jennings, Chief Medical Advisor for the Heart Foundation, told ABC that the announcement "went a bit too far and bothered too many people".
Among the advertising scenes, a man addressing a rally: "Over time, this family will be full of losses. But I'm mad, because I'll be gone.
In another scene, an inpatient mother tells her child, "I do not care about my heart."
The social media reaction was swift: some people described it as "shocking and shocking" and claimed that "shame is not a tool for health promotion".
A scene featuring a mother on her deathbed and a girl near her bed was removed earlier, but today the Heart Foundation has announced that the entire campaign has been withdrawn.
Initially, the organization supported the extraordinary campaign – an effort to reduce the 18,000 families devastated each year by deaths from heart disease.
"Heart disease does not affect you only," the foundation wrote on Facebook Tuesday night.
A few hours after the launch of the ad, general manager John Kelly said that even though the campaign was "shocking", it was necessary to engage in a conversation about heart disease.
But later in the evening, when the most controversial scene was announced, the Victoria Foundation Heart Foundation CEO, Kellie-Ann Jolly, apologized "if we offended anyone."
"With time, this family will be filled with loss and sadness. But I'm crazy because I'll be gone, "said the man to his relatives in the controversial Heart Foundation advertising.
At that time, Ms. Jolly still believed that advertising was necessary.
"This campaign is needed because more than 200,000 Australians have died in the last five years, 600,000 Australians are living with heart disease and 13 million Australians have at least three risk factors for heart disease," she said. she declared.
The campaign had been described as cruel and heartless.
"You have not only failed in marketing, but also in humanity. You have caused a lot of trauma and stigmatized many others, "wrote one person on Facebook.
A man tweeted: "Without a doubt, the worst advertising campaign ever conceived."
Health Professionals Criticized the Face of Heartless Words Advertising Campaign (an Announcement Scene is Illustrated)
The ad was withdrawn after a violent reaction on social networks
Others were offended by the 60-second advertisement.
"I have a genetic tendency to heart problems related to hereditary hypertension and hypercholesterolemia. I take medication, I have cardiac exams. I eat healthy, I do exercise. I will probably still have heart disease. How dare you say that I am irresponsible and indifferent ?, tweeted a person.
A man has posted, "I am a survivor of a heart attack. This is the least sincere advertising campaign I've seen. It's a total insult to all of us survivors who have already supported the Heart Foundation. & # 39;
Advertising has hit a nerve for those who have lost loved ones because of heart disease.
"My father died suddenly of a heart attack at the age of four. My grief was soon replaced by confusion and embarrbadment. This announcement would have exacerbated both, said one person on Twitter.
The Heart Foundation has been inundated with negative public reactions on social media (photo) during advertising.
"I promised you my heart and I gave it to you," said this man to his wife in the ad, which was removed today by the Heart Foundation
During his short campaign, the campaign was also criticized by experts, including Professor of Youth Mental Health at the University of Melbourne and founding director of Headspace, Patrick McGorry.
"So, are people to blame for their disease? This is precisely what motivated stigma in mental illnesses and addictions. Same thing for suicidal patients in emergency departments, where they are blamed and put in the queue, "he tweeted on Tuesday.
Professor Grant Drummond, a cardiovascular researcher at La Trobe University, also raised concerns.
"The Heart Foundation is doing a wonderful job in raising awareness of cardiovascular disease and raising funds for research, but I must say on that occasion that they were slightly behind," he told The Age .
"Heart attacks and strokes do not just affect people who are sedentary, overweight, unhealthy or elderly."
The Heart and Stroke Foundation says the ad aims to engage in a meaningful conversation with loved ones
People have used social media to complain about the Heart Foundation's advertising campaign, which has been pulled by the organization today.
"There are many healthy young people who live a very healthy life and are struck by sudden heart attacks and strokes, so it is very important that we eliminate the stigma that stems from your own choices. of lifestyle, "he said.
Another health professional went on Facebook to criticize the advertisement.
"After treating patients and family members without identifiable risk factors, who have had a cardiac event, including an arrhythmogenic cardiac arrest, I do not see how the victim's blame is related to any type of message that you want to transmit, "they posted.
& # 39; The degree of trauma to which this advertisement is subjected family members of patients who died from a sudden cardiac event can not be underestimated. I'm not sure how this has been adopted by your internal filtering procedures and your ethical procedures. & # 39;
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