I am
Show me:
Show me:
Heart Foundation named one of the world’s most effective brands
heartfoundation.org.au|Helpline 13 11 12

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

Support and resources for health care professionals

Support and resources for health care professionals

Support and resources for health care professionals

Our range of clinical and patient support resources are available for you to use in your daily practice....

Clinical Guidelines

Clinical Guidelines

Clinical Guidelines

Full list of clinical guidlines and references for CVD, heart failure, ACS, hypertension, atrial fibrillation, SCAD and RHD...

Our research stories

Our research stories

Our research stories

We fund amazing researchers who have important stories to tell...

Life changing research currently underway

Life changing research currently underway

Life changing research currently underway

Search our current researcher's and the ground breaking research being undertaken....

Smart Heart Guidelines App

Smart Heart Guidelines App

Smart Heart Guidelines App

Access to Australian heart disease guidelines is now free at your fingertips...

Applying for research funding with the Heart Foundation

Applying for research funding with the Heart Foundation

Applying for research funding with the Heart Foundation

Discover more about our various funding programs, requirements, and application dates now....

Acute rheumatic fever and rheumatic heart disease

Acute rheumatic fever and rheumatic heart disease

The Australian Guideline for Prevention, Diagnosis and Management of Acute Rheumatic Fever and Rheumatic Heart Disease (2nd Edition)​....

Find a cardiac rehabilitation service near you

Find a cardiac rehabilitation service near you

This cardiac services directory presents information on cardiac rehab programs offered across Australia....

National tobacco strategy

National tobacco strategy

Frameworks supporting tobacco control in Australia ...

Australian Heart Maps

Australian Heart Maps

Australian Heart Maps

Our Heart Maps allow you to take a closer look at heart disease indicators across Australia....

Our Annual Reports

Our Annual Reports

Our Annual Reports

Discover our Annual reports from 2013 onwards. ...

Women and heart disease

Women and heart disease

Women and heart disease

Information and resources for health professionals....

Register your cardiac service with the Heart Foundation

Register your cardiac service with the Heart Foundation

This cardiac services directory presents information on cardiac rehab programs offered across Australia....

Lipid management clinical information and resources

Lipid management clinical information and resources

Lipid management resources for health professionals...

Aboriginal and Torres Strait Islander Training Centre

Aboriginal and Torres Strait Islander Training Centre

Training to support identification of Aboriginal and Torres Strait Islander patients, in line with standard practice....

Cardiovascular disease (CVD) risk assessment and management

Cardiovascular disease (CVD) risk assessment and management

Absolute CVD risk assessment is an integrated approach that estimates the cumulative risk of multiple risk factors to predict a heart attack or stroke event in the next five years....

Absolute CVD risk clinical guidelines

Absolute CVD risk clinical guidelines

The Absolute Cardiovascular Disease Risk (CVD) Guidelines helps healthcare professionals identify, prevent and manage a person's risk of developing CVD. ...

Heart Health Check Toolkit – Register Your Interest

Heart Health Check Toolkit – Register Your Interest

Heart Health Check Toolkit – Register Your Interest

The Heart Foundation will soon be launching a Heart Health Check Toolkit for GPs, practice nurses and practice managers....

Pregnancy and heart disease

Pregnancy and heart disease

Information and resources for health professionals....

For professionals: Heart Health Checks

For professionals: Heart Health Checks

Heart Health Checks have been supported by Medicare since April 2019....

COVID-19 & cardiovascular disease

COVID-19 & cardiovascular disease

COVID-19 & cardiovascular disease

Information and resources for health care professionals....

Hypertension clinical information and guidelines

Hypertension clinical information and guidelines

Clinical information for diagnosis and management of hypertension....

Clinical resources: Coronary heart disease and mental health

Clinical resources: Coronary heart disease and mental health

The prevalence of depression is high in patients with coronary heart disease (CHD)....

CVD & COVID-19 webinar

CVD & COVID-19 webinar

Ask the experts: caring for people with CVD during COVID-19...

Improving food supply

Improving food supply

Improving food supply

The Heart Foundation supports initiatives that guide people to healthier food and drink choices. ...

WEBINAR | The future of CVD risk assessment

WEBINAR | The future of CVD risk assessment

WEBINAR | The future of CVD risk assessment

Tue Sep 29 2020
FREE

Absolute CVD risk charts

Absolute CVD risk charts

Absolute CVD risk charts provide a visual tool to calculate CVD risk for use in practice in Australia....

Absolute CVD risk calculator

Absolute CVD risk calculator

The Absolute CVD risk calculator estimates the likelihood of having a heart attack or stroke in the next five years....

Heart failure resources for patients

Heart failure resources for patients

Educate your patients on everything they need to know about heart failure and managing their condition. ...

Heart failure clinical resources

Heart failure clinical resources

Resources and clinical information for health professionals...