4. • A Careful Diagnosis of the Current Situation
EffectivenessScore
Level of Research
None Low High
0.6
0.4
0.2
0
0.28
0.39 0.38
n=5,894
AN UNUSUALLY EFFECTIVE CAMPAIGN
5. • A Careful Diagnosis of the Current Situation
• A Long Term Campaign
EffectivenessScore
campaign duration
<3M <6M <12M 12M+
0.6
0.4
0.2
0
0.31 0.28
0.48
n=5,645
0.36
AN UNUSUALLY EFFECTIVE CAMPAIGN
6. • A Careful Diagnosis of the Current Situation
• A Long Term Campaign
• A Mass Targeted Campaign
AN UNUSUALLY EFFECTIVE CAMPAIGN
EffectivenessScore
0.6
0.4
0.2
0
n=5,645
Mass
Marketing
0.45
0.35
Target
Marketing
AN UNUSUALLY EFFECTIVE CAMPAIGN
7. • A Careful Diagnosis of the Current Situation
• A Long Term Campaign
• A Mass Targeted Campaign
• A Big Creative Idea
AN UNUSUALLY EFFECTIVE CAMPAIGN
8. • A Careful Diagnosis of the Current Situation
• A Long Term Campaign
• A Mass Targeted Campaign
• A Big Creative Idea
• Multiple partner agencies
EffectivenessScore
# of partner agencies
1 2 3 4+
0.6
0.4
0.2
0
0.28
0.41
n=5,645
0.400.37
AN UNUSUALLY EFFECTIVE CAMPAIGN
9. • A Careful Diagnosis of the Current Situation
• A Long Term Campaign
• A Mass Targeted Campaign
• A Big Creative Idea
• Multiple partner agencies
• A campaigned centred on News Media
11,000,000
AN UNUSUALLY EFFECTIVE CAMPAIGN
10. • A Careful Diagnosis of the Current Situation
• A Long Term Campaign
• A Mass Targeted Campaign
• A Big Creative Idea
• Multiple partner agencies
• A campaigned centred on News Media
• ..but integrated across Social, TV, Facebook, Google
EffectivenessScore
# of channels used
1 2 3 4 5 6 7 8 9 10
0.6
0.4
0.2
0
0.21
n=4,855
0.22
0.33
0.39 0.39 0.37
0.34
0.42
0.38
0.42
AN UNUSUALLY EFFECTIVE CAMPAIGN
11. • A Careful Diagnosis of the Current Situation
• A Long Term Campaign
• A Mass Targeted Campaign
• A Big Creative Idea
• Multiple partner agencies
• A campaigned centred on News Media
• ..but integrated across Social, TV, Facebook, Google
• Ultimately an incredibly Brave Move
awardscore
degree of bravery
1.2
1.0
0.8
0.6
0.4
0.2
0
0.54
0.38
0.53
0.32
1.26
1 2 3 4 5
n=4,645
AN UNUSUALLY EFFECTIVE CAMPAIGN
14. AUSTRALIA’S
NO.1 KILLER
51 LIVES
LOST EVERY DAY
HEART DISEASE COSTS THE ECONOMY MORE THAN $7.3 BILLION PER YEAR
AN AUSTRALIAN
HAS A HEART
ATTACK EVERY
10 MINUTES
ONLY 50%
OF AUSTRALIANS
SAY HEART DISEASE
IS RELEVANT TO
THEM EVEN THOUGH
70%HAVE AT LEAST
THREE RISK FACTORS
ONLY 3%
WOULD LOWER THEIR
BLOOD PRESSURE
OR CHOLESTEROL
TO REDUCE THEIR RISK
HEART DISEASE IN AUSTRALIA - OUR CHALLENGE
Source: AIHW National Mortality Database referenced in AIHW’s ‘Australia’s Health 2016’ Report
15. Men
Women
50%
Heart Disease as the Leading Cause of Death
Despite these alarming stats, we’ve seen a steady
decline in awareness that heart disease is the
leading cause of death.
Q: Are you aware of the leading cause of death for
men/women? Heart Watch Survey 2017
35%
45%
30%
40%
25%
20%
Jun
12
Dec
12
Jun
13
Dec
13
Jun
14
Dec
14
Jun
15
Dec
15
Jun
16
Dec
16
Jun
17
Dec
17
Jun
18
Dec
18
A DECLINE IN AWARENESS
AS THE LEADING CAUSE
OF DEATH
16. Falling media investment has contributed to steady
decline in brand awareness, particularly amongst younger
age groups in sharp decline
100%
85%
95%
80%
90%
75%
70%
Jun 13 Dec 13 Jun 14 Dec 14 Jun 15 Dec 15 Jun 16 Dec 16 Jun 17 Dec 17 Jun 18 Dec 18
50-65
40-49
30-39
Prompted Awareness of the Heart Foundation – by age group
A DECLINE IN
BRAND AWARENESS
18. Less than 15% of Australians recall any promotion or
advertising from the Heart Foundation
Q: In the past three months or so, have you seen or heard any
advertising and/or promotional activity about heart disease or
heart attack? Heart Watch Survey 2017
Recall of Advertising/Promotion on Heart Disease
REDUCED BRAND RECALL
0%
5%
10%
15%
20%
25%
30%
35%
40%
Dec-13 Jun-14 Dec-14 Jun-15 Dec-15 Jun-16 Dec-16 Jun-17 Dec-17 Jun-18 Dec-18
19. OUR STRATEGY
BRING BACK THE FEAR Put Heart Disease back on the agenda, remind Australians it’s the no.1 killer
Identify the positive steps Australians can take to look after their heartsEDUCATE AUSTRALIANS
ON WHAT THEY CAN DO Re-establish the role of the Heart Foundation
People are unlikely to donate if they don’t believe our
cause is important and we are seen as making a difference
Revenue raising will be successful if we establish heart disease as the
No. 1 killer and educate Australians on our work, creating empathy for the cause
CREATE A PLATFORM
TO RAISE FUNDS
23. FROM AN APPROVED CAMPAIGN
TO LAUNCH IN 7 WEEKS
FROM AN APPROVED CAMPAIGN TO LAUNCH IN 9 WEEKS
Pacesetters
NewsAmp
Campaign
Development
Christmas
Break
Campaign Launch
Feb 17
Campaign
Development
29. Serial Killer
‘Australian adults’
18-65yo, M & F
Heart Health
Checks
‘At risk age’
30-65yo, M & F
Warning Signs
‘The exposed’
45+ yo, M & F
Living With
Heart Disease
‘The exposed’
45+yo, M & F
Women &
Heart Disease
‘At risk age’
30-65yo, M & F
NEWS CORP – DELIVERING ACROSS ALL PRIORITY AUDIENCES
Reaching the at risk target audience
35. EVIDENCE – FIRST 7 DAYS
In the first seven days, “Serial Killer”s immediate and profound effect, resulted in:
• Public tri-partisan support for action on heart disease
• Medicare Benefits Schedule funded Heart Health Checks by 1 April 2019
• Estimated 9,100 lives saved from heart attack and stroke and 76,000 heart attacks avoided
• $1.5b in health costs saved over the next five years
• Estimated $170 million in additional funding over five years
• More than 170,000 Australians completes in the Heart Age Calculator in first two days!
36. +60%
+217%
235k
Facebook followers
Instagram followers
Total Video views
Growth on period pre-launch
3.0 mill
+89%
Website visits
DIGITAL & SOCIAL
5,400
$13.4mill
MEDIA RELATIONS / PR
News stories generated
ASR value or Earned media value
CAMPAIGN ROI OF $12.18 RETURNED FOR EVERY $1 INVESTED (PAID + EARNED MEDIA)
BY MID MAY
HEART AGE CALCULATOR
257k
400k
Up to submission, late March
By mid-May
More than 76.6mill exposures to Serial Killer campaign
39. FACEBOOK BRAND UPLIFT STUDY
70%
60%
50%
40%
30%
20%
10%
0%
Control Exposed
13.4 pts
7.8%
21.2%
Ad Recall
13 pts
47.0%
60.0%
Brand Awareness
13.2 pts
30.9%
44.1%
Message Association
Ad Recall
5.9 Pts
6.7 Pts
Brand Awareness
2.2 Pts
3.3 Pts
Message Association
1.2 Pts
1.6 Pts
Norms
Marketing
Asia Pacific
Statistically significant uplift across all metrics
40. LEARNINGS
• Serial Killer was a risky but carefully considered campaign that planned for any negative outcomes
• Timing is everything, a conscious decision to run the campaign early in 2019,when political parties would be in election mode
• This campaign has taught us about the power of editorial advocacy and the benefits of capturing the public's attention
• The persuasive, relentless, upfront editorial from the nation's top health writers transformed 'Serial Killer' into a movement for change #showsometicker
• Breaking away from the trodden path within a safe playing category provided necessary cut through
• Nothing compels like real stories about real people, to capture authentic moments and reactions
41. BEST ESTIMATES SUGGEST
ABOUT 9000 AUSTRALIANS WILL
BE SAVED OVER THE NEXT FIVE
YEARS AS A RESULT OF THE
SERIAL KILLER CAMPAIGN…
HOW ABOUT THAT FOR A RETURN
ON INVESTMENT?
Mark Ritson, Columnist
The Australian Business Review
February 25, 2019
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