Industry pro bono campaign for HeartKids raises $300k

A pro bono campaign for HeartKids has raised over $300,000 for the children’s heart health charity.

The campaign was supported across the industry, with Omnicom’s DDB Sydney partnering on creative, IPG Mediabrands’ Initiative on media, and research agency Kantar on effectiveness. 20 publishers participated as well, listed in full below.

Released in January this year, the “Things can change in a heartbeat” campaign depicts the truth of children affected by congenital heart disease (CHD). The spot contrasts the joy of bringing a child into the world with the fears parents with children with CHD face, a reality for one in 100 parents of Australian kids.

Fiona Ellis, CEO at HeartKids, commented: “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.”

Social purpose organisation UnLtd led the campaign, which saw over $3.5 million donated in media value.

Rachel Troy, chief operating officer at UnLtd said: “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.”

Priya Patel, managing director at DDB, added: “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.”

Melissa Fein, CEO at Initiative Australia, said: “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.”

UnLtd’s other recent fundraising initiatives include The Big Game, The Big SplashThe Big Clash, and the launch of tea brand Mood.


Creative Agency: DDB

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


Producer: Ashlee Savins

CD and Head of Retouching: James Lucas

CGI Artist: Conor “Goon”


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

All Publishers who supported:



JCD Citylights

Light FM


News Corp

Nine Publishing

Nine Network


Ooh Media




Shopper Media




Tonic Media Network


Verizon Media



Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.