Australia's Worst Serial Killer|海报/平面|广告营销案例【ADGuider广告指南】

澳大利亚最糟糕的连环杀手

案例简介：为什么这项工作与公关相关？这场运动是一场完全整合的广告、公关、媒体和编辑运动，覆盖了普通澳大利亚人，政府和主要卫生组织对澳大利亚最严重的连环杀手的关注。协调的公关和社论领导了广告和媒体运动，主要的健康记者和专业人士参与开发内容和编辑推动对心脏病及其对社区成本的认识。描述您所在国家/地区有关医疗保健/RX/制药通信的任何限制或法规，包括: 可以通过行业机构促进心脏病意识和宣传，然而，该运动最重要的目标是向澳大利亚政府施压，要求其引入由全科医生资助的针对高危人群的心脏健康检查。描述目标受众，以及为什么你的工作与他们相关。患者-我们鼓励澳大利亚人通过在线使用心脏年龄计算器来了解他们患心脏病的风险，目的是促使人们通过查看他们的全球定位系统进行心脏健康检查来采取行动。政府 -- 游说为医疗保险的心脏检查提供资金。背景心脏基金会运动旨在消除澳大利亚人对该国最多产的 “连环杀手” 危险的自满情绪，该杀手每天袭击51次，每年杀害18,500名澳大利亚人。该运动的第一个也是最重要的目标是向澳大利亚政府施压，要求其引入医疗保险资助的心脏健康检查，以拯救数千人的生命。该活动还鼓励澳大利亚人通过上网使用心脏基金会的心脏年龄计算器来了解他们个人患心脏病的风险。描述创意 (20% 的选票) 澳大利亚人不认为自己有个人风险 -- 心脏病发作发生在其他人身上 -- 他们也不明白自己可以预测患心脏病的风险。这场运动无耻地休克和恐惧来激励澳大利亚人提高认识和采取行动，这很重要，因为我们的社区已经对国家的主要死亡原因变得非常自满。 “连环杀手” 运动强调了澳大利亚最大的杀手心脏病背后的 “犯罪”。。 “连环杀手” 活动的设计和计划是一个引人注目的高峰。利用澳大利亚对真正犯罪的迷恋，“连环杀手” 运动强调了澳大利亚最大杀手心脏病背后的 “犯罪”。这场运动有两种方法，第一种是被称为 “连环杀手” 的大胆创意概念，第二种是倡导和编辑主导的倡议 # showsometicker。描述策略 (30% 的选票) 我们选择大众媒体来支持这场运动，因为我们需要接触到全国范围内广泛多样的受众。我们依靠报纸记者和主要电视报道来传播这个消息，支持数字和广播网络。为所有主要媒体机构安排了对卫生专业人员、受害者和家庭成员的上门采访。我们在关键时刻在联邦选举之前，我们故意发起了这场运动，当时政治家们正在以竞选方式宣布新政策。描述执行情况 (20% 的选票) “连环杀手” 活动于2019年2月推出，是一场综合的社论，广播媒体和营销活动。该公司推出时，一个连环杀手逍遥法外，影响力很大，印刷媒体报道，周日地铁报纸，数字和收购澳大利亚真实犯罪网站。它得到了电视和广播广告以及关于心脏病的编辑和教育视频的支持，所有这些都共享标签 # showsometicker。我们推出了新的心脏年龄计算器，为敦促政府采取行动提供具体的患者数据，除了患者和一般社区之外，与外部利益相关者的合作和支持也至关重要，因为推动了公共卫生政策、全科医生就诊、三零呼叫、住院的变化。在发布之前，我们向全国近600名外部利益相关者介绍了情况，包括峰值健康和研究组织、健康专业人员和政治家。列出结果 (30% 的选票) 您必须至少包括以下两层: 令人难以置信的是，在短短一周内，这场运动促使澳大利亚总理宣布了一项重大的卫生政策改革，心脏基金会十多年来一直敦促政府做出这一改革，通过将心脏健康检查添加到政府资助的医疗保险系统中。心脏基金会估计，这一政策变化将防止9,100人死于心脏病发作和中风，避免76,000人心脏病发作，并在未来五年内节省15亿美元的医疗费用。 380,000心脏年龄计算器完成网站美国增加299%Ers 130% 增加帮助热线电话 3,752个新闻故事 1340万美元媒体曝光 6620万条消息印象

澳大利亚最糟糕的连环杀手

案例简介：Why is this work relevant for PR? This campaign was a fully-integrated advertising, PR, media and editorial campaign that reached everyday Australians, the government and key health organisations to spike attention the worst serial killer in Australia.The co-ordinated PR and editorial led the advertising and media campaign with key health journalists and professionals engaged to develop content and editorial driving awareness of heart disease and its cost to the community. Describe any restrictions or regulations regarding Healthcare/RX/Pharma communications in your country/region including: Heart disease awareness and advocacy can be promoted via industry bodies, however the most significant goal of the campaign was to put pressure on the Australian government to introduce a Medicare-funded heart health check by GPs for those at risk. Describe the target audience and why your work is relevant to them. Patients - we encouraged Australians to understand their risk of heart disease by going online to use the Heart Age Calculator with the aim of prompting people to act by seeing their GPs for a heart health check. Government - to lobby for funding of the Heart Check on Medicare. Background The Heart Foundation campaign aimed to cut through Australians’ complacency about the dangers of the country’s most prolific “Serial Killer”, one that strikes 51 times every day, killing 18,500 Australians each year. The first and most significant goal of the campaign was to put pressure on the Australian government to introduce Medicare-funded heart health checks to save thousands of lives. The campaign also encouraged Australians to understand their individual risk of heart disease by going online to use the Heart Foundation’s Heart Age Calculator. Describe the creative idea (20% of vote) Australians don’t see themselves at risk personally – heart attacks happen to other people – and nor do they understand they can predict their risk of heart disease. The campaign unashamedly used shock and fear to motivate Australians into awareness and action, important as our community had become dangerously complacent about the nation’s leading cause of death. The “Serial Killer” campaign highlighted the ‘criminal’ behind Australia’s biggest killer, heart disease. . The “Serial Killer” campaign was designed and planned as a spike of attention. Leveraging Australia’s fascination with true crime, the “Serial Killer” campaign highlighted the ‘criminal’ behind Australia’s biggest killer, heart disease. This campaign had a two-fold approach, the first was a bold creative concept called “Serial Killer”, with the second an advocacy and editorially-led initiative #showsometicker. Describe the strategy (30% of vote) We chose mass media for the PR support of this campaign as we needed to reach a broad and diverse audience across the country. We relied on newspaper journalists and major TV coverage to spread the word, with digital and radio networks supporting. Door stop interviews with health professionals, victims and family members were arranged for all major media players. We were on hand at key We deliberately launched the campaign in the lead up to the Federal Election, a time when politicians were announcing new policies in campaign mode. Describe the execution (20% of vote) Launching in February 2019, the “Serial Killer” campaign is an integrated editorial,and broadcast media and marketing campaign. It launched with the revelation of a serial killer on the loose with high-impact print media stories and wraps of Sunday metro newspapers, digital and a takeover of the True Crime Australia website. It was supported by TV and radio ads, and editorial and educational videos about heart disease, all sharing the hashtag #showsometicker. We launched the new Heart Age Calculator to provide concrete patient data to the urge the government to take action, In addition to the patients and general community, collaboration with and support from external stakeholders was also crucial, as driving changes in public-health policy, GP visits, calls to Triple Zero, hospital admissions. In the lead-up to the launch, we briefed almost 600 external stakeholders nationwide, including peak health and research organisations, health professionals and politicians. List the results (30% of vote) must include at least two of the following tiers: Most incredibly, within just a week, this campaign spurred the Australian Prime Minister to announce a major health policy change that the Heart Foundation had been urging the Government to make for more than 10 years, by adding the Heart Health Checks to the government funded Medicare system. The Heart Foundation estimates this policy change will prevent 9,100 deaths from heart attack and stroke, 76,000 heart attacks avoided and $1.5 billion in health costs saved over the next five years. 380,000 Heart Age calculator completes 299% increase in website users 130% increase helpline calls 3,752 news stories $13.4 million in media exposure 66.2 million message impressions