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Courage and determination are at the heart of the National Heart Foundation's latest "Serial Killer" integrated campaign with News Corp, says its CEO.
The non-profit organization unveiled a new four-week integrated campaign in print, digital, audiovisual and marketing to highlight the prevalence of heart disease among worst serial killers in the country, causing 51 deaths a day in total. the country.
The campaign, which was produced in partnership with News Corp's newsamp division, began with a serial drama printed in the Sunday Metro newspapers, as well as the takeover of True Crime Australia. Creative positions heart disease as the "criminal" of history.
TV and radio ads are also planned, as well as educational videos on heart disease, focused on identifying the warning signs of a heart attack and focusing on women.
The work is supported by editorial advocacy, a social media campaign and a hashtag, #showsometicker. All aim to create a movement towards greater awareness and better management of cardiovascular health. The Heart Age Calculator of the National Heart Foundation, as well as its broader seven-point advocacy plan, are also being leveraged.
Chris Taylor, CMO of the National Heart Foundation, called the "serial killer" a "bold, resolute and courageous campaign".
"We partnered with News Corp and collaborated on a concept that we believe would educate, inform and compel citizens and the government to act," he said. "We are confident that this will enable Australians to become aware of heart disease and bring about positive changes that will save lives."
Taylor said that what began as a creative idea has quickly evolved into a fully integrated campaign, with News Corp's national footprint also being key to delivering the message to the marketplace. The ambition is to bring about positive change that saves lives.
Taylor has positioned the campaign as part of a holistic promotion campaign of the Heart Foundation brand throughout the year. Again, he is working with News Corp Australia and the creative agency Host / Havas Australia to achieve these goals.
In addition, this creation is designed to appeal to the federal government and the opposition, so that cardiovascular health checks are funded by Medicare.
"If a serial killer kills every day 51 blind lives in Australia, we will spare no resources to bring them to justice and to keep our community safe. Yet most Australians do not know the risk factors for heart disease, including their own risk or the warning signs of a heart attack, "added Taylor. "We became dangerously complacent about it."
Taylor held the first position of Director of Marketing at the National Heart Foundation last March and quickly worked towards establishing a consolidated marketing approach as the organization underwent a historic structural change to bring together federated divisions within a unified organization.
It's a job that seems to be a redesign of Taylor's marketing structure and hires 15 more people in the areas of brand management, direct marketing, SEO / marketing, marketing information and social media. .
Speaking on behalf of News Corp about this job, the editor's operations manager, Damian Eales, said the work was meant to involve millions of people. Australians in this important issue and launch a national debate on heart health. To help, he invited people with personal experiences to share, such as Clive Small, retired NSW Deputy Police Commissioner, and The Sunday Telegraph publisher, Mick Carroll.
"We will raise awareness of the Heart Foundation's important work and put heart disease and heart health at the top of national health priorities," said Eales.
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