The Heart Foundation and News Corp target ‘Australia’s worst serial killer’

The Heart Foundation and News Corp have leveraged Australia’s fascination with true crime to launch an editorial advocacy campaign targeting “Australia’s biggest serial killer”, heart disease.

Titled ‘Serial Killer’, the campaign aims to highlight the “criminal” behind 51 deaths per day and includes a four week campaign spread across print, digital and TV.

The cover of the Sunday Telegraph

Created by News Corp and its advertising studio newsamp, the campaign features advertisements throughout News Corp’s Sunday metro papers and an online takeover of the True Crime Australia website.

In addition, a TV spot has been created which features Bill Doyle emotionally describing how he survived an attack from “Australia’s worst serial killer”.

Another 15 second ad includes Angela Bernaldo discussing the way heart diseases killed her sister.

One of the print teaser ads

A social media hashtag, #showsometicker, has also been made with the aim of encouraging better heart health awareness and management.

Chris Taylor, CMO at the Heart Foundation, said the campaign is bold, brave and purposeful.

“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. Yet most Australians don’t know the risk factors for heart disease, including their own personal risk, or the warning signs of a heart attack. We have become dangerously complacent about it.

“We partnered with News Corp and collaborated on a concept that we believe will educate, inform, and compel people and government to take action.

“We are confident this will bring back Australians’ awareness about heart disease, and spark positive change that saves lives.”

A post in the Daily Telegraph

Damian Eales, chief operating officer of publishing at News Corp, added: “News Corp has the trusted media brands, creative minds and the passion to engage millions of Australians with this important issue and kick-start a national conversation about heart health.

“In addition, we will boost awareness of the important work of the Heart Foundation and place heart disease and heart health back at the top of the national health agenda.”

The campaign is running for four weeks across News Corp’s print and digital mastheads which includes The Australian and The Daily Telegraph.


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