The Heart Foundation has launched a brand campaign aiming to break through the complacency about the country’s number one killer – heart disease.
Created with the Heart Foundation’s new media partner News Corp Australia, “Serial Killer” taps into audience fascination with true crime stories by highlighting the criminal behind a horrifying 51 deaths per day in Australia.
The four-week integrated print, digital and broadcast media and marketing campaign, led by News Corp’s media and marketing solutions division newsamp, features high impact wraps of News Corp’s Sunday metro newspapers, and a takeover of the True Crime Australia site, revealing the “criminal” as heart disease – the nation’s worst ever serial killer.
News Corp Australia chief operating officer, publishing, Damian Eales said: “We are proud to partner with the Heart Foundation to help stop the nation’s worst killer and save lives.”
“Serial Killer” will run for four weeks across News Corp’s print and digital mastheads, with a homepage takeover on news.com.au and sponsorship of the True Crime Australia site, supported by TV and radio ads, and editorial and educational videos about heart disease on News Corp Australia and Heart Foundation platforms.
As part of the high impact creative, prominent individuals have been commissioned to share their personal experience with heart disease, including retired NSW Police assistant commissioner Clive Small and editor of The Sunday Telegraph, Mick Carroll.