The Heart Foundation and News Corp ‘Walk Away From a Killer’ in the next chapter of their partnership
The Heart Foundation and News Corp Australia have released the follow up to the award-winning Serial Killer campaign which landed in February to much critical acclaim and success.
Walk Away From a Killer is again created by News Corp Australia in partnership with Host/Havas and urges Australians to get up and walk their way to better health. The campaign will be targeted hyper-locally at regional populations where the risk of heart disease is particularly high.
Heart disease kills one Australian every 30 minutes, although the initial Serial Killer campaign has since seen the deaths related to heart disease drop from 51 per day to 48. The new five-week integrated print, digital and broadcast media and marketing campaign follows on where Serial Killer left off, encouraging Australians to take pre-emptive steps to help battle heart disease.
Good to see that they’ve evolved the campaign on from the previous work and that the partnership with News/Heart Foundation continues.
It will be exactly the same as the last campaign – i.e – a few placements in papers across the country.
Let’s be frank – NewsCorp ain’t innovative, they just run trashy papers.
I spoke to a rep about these advocacy campaigns… Apparently you HAVE to invest a huge amount in print to get it. They are beating a dead dog with cash to see if it will revive it.
Absolutely behind the times.
Spot on Media Planner.
Anyone who thought News actually cared about spreading the good word vs ROI on print are naïve as hell.
Wow @one trick pony and @Media planner… that’s exactly the kind of uninformed and millennial-esque point of view that I would NOT want to have working on my account.
First of all, this campaign is more than ‘just a few placements in the paper’. It’s a strategically clever, insight-led and well executed campaign which is the result of a tight collaboration between media publisher, a client and their creative and media agencies. I’d struggle to identify any large scale, award winning campaigns where the media owner drove the idea and the execution and collaborated so holistically in recent times. This thing won four Effie’s and Mumbrella’s campaign of the year… I think they’re doing something right.
Secondly, of course you’d have to spend cash in the papers and their complementary digital offerings… as with ANY media, you need to spend your marketing dollars within the media that’s doing the heavy lifting. And as for the choice of using press, I think this was spot on given two things: firstly national press seemingly drives the daily news agenda. Not sure if you’ve noticed, but every morning both Sunrise and Today practically run through the press headlines to fuel their panel discussions and their news desks. Now that’s a whole lot of incremental earned value for nothing. And secondly, News Corp’s national press were able to seamlessly and natively integrate this campaign within their national news cycle; can we honestly say that TV would have been willing to do the same? And for what was a comparatively small investment compared to what Heart Foundation would have had to spend to get this kind of cut through on tv? I think not.
When you consider the strength of the strategy, use of media and the idea, I agree with Mumbrella that this is a pretty impressive campaign and it’s a shame we don’t see more clients investing cleverly in traditional media. Might be something to do with their media planners…
@Wake Up
I’m going to assume that you are one of the dinosaurs that have been at News for 10+ years and believes everyone still cares about print?
“Hols my beer / four Effies, News will come back, you just wait and see…”
Stage 1: Establish problem with Serial Killer
Stage 2: Create action to help target audience solve problem
Stage 2 will work because of Stage 1.
That’s proper marketing.