HEARTBEAT MONITOR by AKA MEDIA for NATIONAL HEART FOUNDATION

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HEARTBEAT MONITOR

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Industry Charities, Foundations, Volunteers
Media Promo & PR, Case study
Market Australia
Agency AKA MEDIA
Released September 2009

Credits & Description

Category: Best Use of Newspapers
Advertiser: NATIONAL HEART FOUNDATION
Product/Service: DOOR KNOCK APPEAL
Date of First Appearance: Sep 14 2009 12:00AM
Entrant Company: AKA MEDIA, Sydney, AUSTRALIA
Managing Director: Andrew Kluver (Akamedia)
Partner: Vicki Nobilo (Akamedia)
: Sharode Elysee (Griffen Creative)
Business Director: Melissa Haggerty (Akamedia)
Media placement: Newspaper - 1 x 4 Pages - Australian Financial Review - 14/09/2009

Results and Effectiveness
We achieved our objective - people opened their wallets and donated generously. Despite the GFC, the final tally of the Door Knock Appeal exceeded the $4,400,000 goal by 14%. This execution was a cornerstone of the campaign. The 5 print insertions that made up the campaign were all pro bono. The campaign was reported as best practice on the Australian newspaper industry body’s website. “The ad uses the environment cleverly, linking the issue of heart failure to the emotional rollercoaster that is the stock market, at a time when stocks have been particularly volatile.” Source: TheNewspaperWorks.com.au

Creative Execution
As a result of the GFC, lead news stories were focused around the deteriorating global economy. People were desperate for financial information, and this unprecedented interest provided an ideal opportunity to place activity in a financial environment that resonated with a target that was redefining wealth as economic health. The creative strategic solution was placement of the arresting creative in the share pages because of the increased interest in all things financial - daily checking of share portfolios was essential to monitor the effect the financial markets were having on individuals' personal wealth. We created a newspaper watermark of a heart monitor line that started out regular and healthy on the first double-page spread (DPS) but then became erratic and mimicked a heart attack on the second DPS. The final call to action was a request for donations for the 2009 Door Knock Appeal.

Insights, Strategy & the Idea
The Great Financial Crisis (GCF) resulted in an economic heart attack that arrested people’s willingness to donate in such uncertain times. Our key objective was to collect $4,400,000 in donations for the 2009 National Heart Foundation (NHF) Door Knock Appeal during this negative economic period. Target: “Everyone”. One Australian dies of cardiovascular disease every 10 minutes. Two out of three families are affected. The NHF is a respected brand within Australia. The GFC was an economic heart attack. Following a major event, we reassess what is important – an economic heart attack becomes equated with a physical heart attack. Was it really worthwhile accumulating 'things' without our health? The notion of "wealth" was redefined as "health" - this translated into the engagement idea, "Giving is the New Receiving". "Giving is the New Receiving" was ideal for the NHF to raise funds via donations and for achieving the target, donating becoming a higher priority.