Heart Foundation urges donations to avoid a lifetime of emotional heartache
Heart Foundation Australia’s latest campaign brings the stark reality of the extent to which heart attacks impact Australian families into focus, imagining the milestones a father could miss as his daughter grows up.
The Saving Hearts campaign, created by DDB Group’s specialist healthcare agency DDB Remedy, is an emotional reminder that more Australians die of heart disease than any other single cause.
The campaign aims to remind the Australian community about what heart disease can take away from a family, as a father looks into his future in real-time during a heart attack, something one Australian family experiences every nine minutes.
It follows research that found over half of Australians don’t believe heart disease is relevant to them.
Heart Foundation Australia’s newly installed chief marketing officer, Caroline Elton, said: “With 50 loved ones lost to heart disease every day, there are still far too many Australian families experiencing the opening scenes of our new campaign.
“However, the life-saving work being undertaken by Australia’s top researchers offers genuine hope that we can keep families together. Funding research is a major part of what we do, but as a not-for profit, we rely on the donations of generous Australians for it to continue.”
DDB Remedy executive creative director, Scott Smith, said the campaign taps into emotion as a powerful driver to urge Australians to act.
“In this campaign, we have focused on making an emotional connection with the audience – personalising the impact through the eyes of the father, then offering real hope to make a tangible difference through donations towards life-changing research.
“Making people feel something is a powerful driver, and we believe this campaign will inspire more Australians to help fund the Heart Foundation’s vital work.”
The campaign’s hero film was created by director David Deneen and executive producer Anna Fawcett. Both have experienced the trauma of heart disease in their lives.
Deneen said: “This is a powerful idea and I wanted to ensure that the performances and the filmmaking style cut through.”
The campaign launched overnight and will roll out in bursts across multiple channels to support Heart Foundation across the rest of 2021.
Credits
Heart Foundation:
Caroline Elton – Chief Marketing Officer
Kate Scrutton – Marketing Manager
DDB Remedy:
Scott Smith – Executive Creative Director
John Lam – Creative Partner
Laurie Geddes – Senior Copywriter
Renata Barbosa – Head of Integrated Content
Jules Jackson – Producer
Narve Thakrar – Managing Partner
Caterina Pellegrini – Senior Business Director
Filmgraphics:
David Denneen – Director
Anna Fawcett – Executive Producer
Sound design:
Song Zu / Create Resonance
Post-production:
White Chocolate
Media:
Custom Media
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Zanda Wilson was a reporter and podcast producer at Mumbrella, specialising in radio reporting. He left Mumbrella in September 2021.
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topics
Caroline Elton
DDB
DDB Group
DDB Remedy
Heart Foundation
Heart Foundation Australia
Scott Smith
