The Heart Foundation’s ‘hard hitting’ print campaign wins Mumbrella’s February Ad of the Month

The Heart Foundation and News Corp’s ‘Serial Killer’ campaign has been crowned Mumbrella’s February Ad of the Month.

The editorially-led ad, which was inspired by Australia’s fascination with true crime, was labelled as “compelling”, “edgy” and “comprehensive”.

One voter said the ad had a clear message and call to action which made it “innovative and effective”.

Another voter commented: “Brilliant use of print media to drive an outstanding outcome for a client.”

Others added: “This ad drove a government policy change within seven days! What’s more the change itself will result in lives being saved! Easy win.”

“A really creative and impactful campaign spreading an extremely important message, that could at any stage affect any one of us, of 51 Australians dying each day should be known. I felt the teasers to this campaign launched this with the strength and impact such an important message needed.”

The Heart Foundation won the competition with more than 80% of the votes.

Chris Taylor, chief marketing officer at the Heart Foundation, said in a statement to Mumbrella: “We are so excited for our campaign to be named as Mumbrella’s Ad of the Month for February. The campaign results to date have been overwhelming, not only have over 170,000 Australians completed our online Heart Age Calculator, but on Sunday the Federal Government promised to fund Heart Health Checks by 1 April 2019, which we estimate will prevent 9,100 deaths from heart attack and stroke over the next five years.

“Our partnership with News Corp is a great case study in working together with the media to cut through to consumers and government to make a positive impact on the Australian community.”


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