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Heart Foundation named one of the world’s most effective brands
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Heart Foundation named one of the world’s most effective brands

Media Release - 11 June 2020

The Heart Foundation of Australia has been named among the world’s most effective marketing brands in the 2020 Global Effie Index, released this week.

The foundation ranked 43rd in the world in this year’s “Most Effective Brands” index, putting it ahead other Australian brands such as Officeworks and Tourism Australia, along with well-known non-profits including UNICEF, Lifeline, Movember and Worldwide Fund for Nature (WWF).

The Heart Foundation also ranked 70th on the “Most Effective Marketers” Effies Index, ahead of global heavy hitters like American Express, HSBC, LG Electronics and Microsoft.

The Global Effies Index identifies and ranks the most effective agencies, brands and marketers by analysing finalist and winner data from more than 50 national Effie Awards to collate a global index. “Effie” is short for effectiveness. The awards recognise the most effective advertising and marketing communications campaigns.

The rankings reflect the success of last year’s “Serial Killer” campaign, a collaboration between the Heart Foundation and News Corp Australia. The campaign was nominated in seven categories in the 2019 Australian Effie Awards, ultimately winning two gold and two silver Effies.

“Serial Killer was deigned to put heart disease back at the top of the national agenda, and it certainly achieved that,” said Heart Foundation Group CEO, Adjunct Professor John Kelly.

“Within a week of the campaign launch, we secured tri-party political support for a dedicated MBS item number for Heart Health Checks, which we estimated could prevent more than 9,000 deaths and save $1.5 billion in health-care costs over five years. The item number was officially introduced on April 1 last year,” Professor Kelly said.

“Our rankings in this year’s Global Effie Index are testament to the success of this project, and proof of what can be achieved when hard work meets a clever idea and a team of people passionate about reducing the devastating impact of heart disease on their fellow Australians.

“The impact of this work is not just seen in the elevation of our brand. It also strengthens our reputation and helps us to deliver critical heart health messaging to all of our audiences.”

Heart Foundation Chief Marketing Officer, Chris Taylor, said non-profits face the same marketing challenges as giant multinational corporations.

“We are all competing for the consumers’ attention, and trying to create meaningful, long-lasting changes in behaviour,” Mr Taylor said.

“To achieve this, charities need to think big and market themselves with the same vigour as commercial brands.
“Serial Killer was a fully-integrated advertising, PR, media and editorial campaign that targeted everyday Australians, the Federal Government and key health organisations to take action against Australia’s worst killer.

“Going into this campaign, we also made sure we got the basics right: having a compelling creative concept; understanding our target audience; and putting a highly professional marketing team in place to bring the campaign to fruition in a very short time frame.

“It also helped to have a powerful partner like News Corp. Their editors and journalists amplified our messages and advocacy asks in a way we simply could not do on our own.

“To be ranked on the Global Effie Index against so many global powerhouse brands with significant resources is a huge achievement for any organisation, but even more so for a non-profit in a smaller market like Australia. It is acknowledgement not only of the Serial Killer campaign, but of our decision to position ourselves as a significant and recognisable brand.

“Brand recognition and trust is vital for non-profits. It allows us to build a trusting relationship with our supporters and donors. For the Heart Foundation, this means we can continue to raise funds for our vital work fighting the single leading cause of death in Australia – heart disease.”

Introduced by the New York American Marketing Association in 1968, the Effie Awards have since become recognised by advertisers and agencies as the pre-eminent award in the advertising industry. The Effie Index has been compiled annually since 2011.

The 2020 rankings reflect a compilation of over 4000 worldwide Effie winners and finalists announced between January 1, 2019, and December 31, 2019.

Media enquiries

Siobhan McMahon, Media Manager, NSW/ACT
M: 0478 313 656 E: Siobhan.mcmahon@heartfoundation.org.au

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