The Heart Foundation appoints Luminary as its digital agency

The Heart Foundation has appointed Luminary as its digital agency.

The agency will be responsible for developing the Heart Foundation’s new website, which will consolidate several existing websites under the Heart Foundation brand. The new platform is expected to launch in the first quarter of 2020.

The Heart Foundation has appointed Luminary as its digital agency

Luminary will also be working with the Heart Foundation’s behavioural design partner, Neo, which is leading the interface strategy and design.

Heart Foundation director of digital and direct channels, Troy Muir, said in a statement: “Our aim is to develop a world-class user experience and site management structure that will leverage and build on our high visitation rates and comprehensive health content, ultimately providing a key weapon in our fight against heart disease.”

“We are delighted to be working with such an innovative and experienced development partner in Luminary. We have set the bar very high for ourselves regarding delivering a seamless and personalised experience. After considering the options, we were very impressed by their depth of experience in both the not-for-profit vertical and with the complex technology involved.”

Luminary engagement director, Liam Thomas, said: “We are delighted to welcome the Heart Foundation into our growing stable of not-for-profit clients.

“The Foundation has been a real trailblazer for change throughout its 60-year history, from supporting the development of the pacemaker, to lobbying for the introduction of the 000 emergency service. We’re really excited about supporting the Foundation in the next stage of its digital journey, building on the wonderful strategic and design direction that’s already been set by Neo.

“Our not-for-profit work really underlines our commitment to making a difference with digital, and I couldn’t think of a better way to mark the start of our 21st year in operation than welcoming the Heart Foundation into the fold.”

In May the Heart Foundation launched a campaign called ‘Heartless Words’, which included a TVC featuring a woman telling her child “every time I said I loved you, I was lying”. The ads sparked criticism from those who had lost loved ones to heart disease and those who were experiencing the disease themselves, causing the campaign to be pulled within a week of its launch.

The Heart Foundation’s chief marketing officer Chris Taylor is speaking at Mumbrella’s Health Marketing Summit alongside Berlei and BWM Dentsu in a session titled ‘How to inject emotion and create connection through creativity in healthcare advertising’. The Summit takes place in Sydney on 22 August, with tickets available here


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