ASIA-PACIFIC – FEBRUARY 2011 – Grey Melbourne has been appointed by the National Heart Foundation of Australia for a major campaign targeting women between the ages of 45 to 64 following a competitive pitch.
The key objectives of the ‘Go Red for Women’ campaign are to raise awareness, drive engagement and promote action amongst women with regard to their heart health.
“Research reveals that most women mistakenly believe that breast cancer is the leading cause of death,” says Roberta Donovan, Heart Foundation Marketing Director. “The fact is women are four times more likely to die of heart disease as it is the number one killer.”
David Dumas (pictured), business director, Grey Melbourne, says, “To reverse the firmly held perception that heart disease is just a problem that overweight blokes over 50 need to be concerned with is a great opportunity that we are thrilled about. Until the briefing ‘Go Red for Women’ most of us had no idea that women were more likely to die of heart disease than men, which reinforced the complexity of our communications challenge.”
“Grey Melbourne has excellent credentials with social behaviour campaigns such as this and they demonstrated the benefits of this extensive experience in their submission to us,” Donovan added.
The campaign will run in the lead up to and during ‘Go Red for Women’ month in June and will comprise magazine, radio and online advertising.
The Heart Foundation win comes only a few weeks after Grey Melbourne’s appointment by Australian rugby league club Melbourne Storm, making it a great start to 2011.
The National Heart Foundation of Australia joins Grey Melbourne’s roster of clients which includes Transport Accident Commission, Victorian Electoral Commission, WorkSafe Victoria, Transport Certification Australia, Simplot, AXA, GlaxoSmithKline and Procter & Gamble.
