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Heart Foundation uses bold newspaper campaign to highlight “serial killer”

Print campaign taps into true crime appeal to raise awareness about health issue 

The Heart Foundation has put the power of print and news media at the center of its new brand campaign aiming to “break through the complacency” about heart disease, Australia’s leading cause of death. 

The Heart Foundation is using its four-week integrated print, digital and broadcast media and marketing campaign to raise awareness about heart disease, and to call on authorities to increase funding to combating “the county’s number one killer” that accounts for an average of 51 deaths per day. 

The campaign features high impact wraps of News Corp’s Sunday metro newspapers, and a takeover of the True Crime Australia site. Parallel to this is editorial advocacy and a social media campaign driving people to the newly launched Heart Foundation Heart Age Calculator.  

“If a serial killer was indiscriminately taking 51 lives across Australia each day, we’d spare no resources to bring them to justice and keep our community safe,” said Heart Foundation CMO Chris Taylor.  

“Working with the team at News Corp is delivering more than we could have hoped. What began as a creative idea, has developed into a fully integrated campaign, leveraging News Corp’s experts and assets nationally, including campaign management, editorial, creative, production, digital, marketing and PR.”  

 

NewsCorp’s Damian Eales said trusted media brands are at the center of what makes campaigns like these successful.  

In addition, they have the “creative minds and the passion to engage millions of Australians with this important issue and kick-start a national conversation about heart health.”  

The campaign highlights the potential of print news media to deliver highly effective and creative campaigns that engage audiences. Learn more about the power of news media advertising here.  

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