AUSTRALIA

Raise a hand for heart disease

BUPA

We created a social media movement with #heartsalute, a call to raise awareness for women's heart disease alongside a TVC and activations at sporting events.

BUPA

The results

With no media spend, #heartsalute reached 10 million impressions.

The challenge

How could we inform the masses of the risks of heart disease to Australian women?

Heart disease claims the lives of around 25 Australian women every day, yet just one in three people are aware of this risk. The sooner people are aware of what can be done to prevent heart disease, the more chances they have to take action. We needed to act, and fast. The solution needed to be personal enough to bring the message home, and powerful enough to generate its own momentum.

The idea

We created the heart salute, a way to raise awareness simply by raising your hand.

#heartsalute encouraged people to spread the message by drawing a heart on their hand, then sharing it on social media with the precious women in their lives. In support of a heartfelt TVC, we amplified the campaign at AFL matches with activations on the big screen, as well as competitions and roving photographers. We also reached out to a handpicked selection of bloggers.


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