Heart Foundation apologises

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The Heart Foundation has responded to feedback on its latest public awareness campaign, “Heartless Words”, and today announced that the campaign advertisements will no longer run in their current form across media and social media channels.

To all the people who have been offended by our campaign, we apologise, and to all those who provided their feedback, we have listened,” said chairman of the Heart Foundation Board, Mr Chris Leptos.

“We tried to take a bold and emotive approach. We misjudged it. We had never intended to further hurt people already struggling with heart disease, or to further pain loved ones who have lost people to heart disease. It is clear, however, that many people feel we did both of those things.

“To all of those people, we say a heartfelt ‘Sorry’. Helping to relieve the suffering caused by heart disease is at the centre of everything we do. This campaign was devised with the best of intentions – to save lives – but it has had an unforeseen impact.”

The campaign used an emotional appeal to deliver the message that when we neglect our own hearts, we risk breaking the hearts of those who love us. The campaign was designed to convince people to have a Heart Health Check.

Heart disease is largely preventable. Most heart attacks are caused by high blood pressure, high cholesterol and lifestyle factors. It is estimated that if all Australians at risk had a Medicare-funded Heart Health Check over the next five years, up to 76,500 hearts attacks and strokes, and up to 9,100 deaths, could be prevented.

A new Heart Foundation campaign will be coming soon.

Media enquiries:

Fleur Jacobs, Senior National Media Adviser, Heart Foundation M: 0427 591 638

E: fleur.jacobs@heartfoundation.org.au

Debora McInnes, Senior Media Adviser, Victoria M: 0423 827 697

E: Debora.mcinnes@heartfoundation.org.au


About the Heart Foundation

The Heart Foundation is a not-for-profit organisation dedicated to fighting the single biggest killer of Australians – heart disease. For 60 years, it has led the battle to save lives and improve the heart health of all Australians. Its sights are set on a world where people don’t suffer or die prematurely because of heart disease. To find out more about the Heart Foundation’s research program or to make a donation, visit www.heartfoundation.org.au or call 13 11 12.