The West Australian shocks readers with graphic two-page press ad for the Heart Foundation
The West Australian worked closely with the Heart Foundation to come up with an innovative cut through execution to grab reader’s attention this past weekend.
The Heart Foundation took over the front cover and page two of The Weekend West with a graphic picture of toxic fat around vital organs of a moderately overweight Australian. The initiative is part of the Heart Foundation’s three year ‘Live Lighter’ campaign targeting obesity.
Campaign Director, Heart Foundation’s Melanie Fineberg said, “We’ve worked closely with all our agencies – Behaviour Change Partners Sydney (run by Sydney-based Paul Fishlock), OMD and Longtail – as well as with the team at The West to come up with some truly innovative creative and media solutions for our Toxic Fat campaign. It’s critical that we make a real impact, to raise the sense of urgency around this important health issue and begin to drive behaviour change among the population.”
“I’m incredibly excited about the advertising space we’ve secured in the printed and online formats of The West. I’m certainly confident it will help generate lots of comment and debate.”
The campaign also includes a graphic TV commercial created by Behaviour Change Partners.
2 Comments
Doesn’t mention the fact that the campaign was created over East and implies that Longtail did it, which is not true. They were appointed to the digital component only prior to this campaign being developed by Paul Fishlocks agency.
@John why would a digital agency make a press ad? I doubt anyone would make that assumption.