Page 59 - AdNews Magazine Nov-Dec 2020

Feature
The campaign featured stories across print and digital titles, warning Australians about the nation’s biggest serial killer: heart disease.
Within seven days, the government revealed a major policy that the Heart Foundation had been urging for more than 10 years — adding Heart Health Check procedures to Medicare, saving an estimated 9100 lives.
The Heart Foundation team followed with another push, this time with Host/Havas. The Heartless Words initiative stirred national debate, and encouraged more than 75,000 Australians to visit their GP for a Heart Health Check.
The team also launched the Heart Age Calculator, an online tool that allows people to self-assess their risk prior to visiting a GP. So far more than 1.2 million people have used the tool.
The judges: “A clear measurable objective and outstanding results. With strong partners in News Corp, health disease was put firmly on the public agenda, with impact.”
Finalists: Woolworths, Optus, Sydney Zoo
Media Trading Team of the Year
Winner: PHD
PHD was named Media Trading Team of the Year as a result of the high calibre of its team and the use of marketing science, tools and data to provide compelling investment and trading related recommendations to clients.
The agency also was up against fellow finalists GroupM and Xaxis.
The judges: “PHD presented phenomenal testimonials from clients and demonstrated great collaboration with external parties. This coupled with their focus on innovation has given their trading team the edge.”
PHD has adopted a collaborative way of working across the business teams (strategy, planning, investment) with digital, data and technology embedded into their core trading practices.
There is clear appetite and evidence that PHD’s trading team continually works to evolve its trading approach through identifying, testing and inno- vating new trading models for PHD clients and the industry as a whole.
Ongoing career progression and support across all facets of the business ensure that people truly are an important and well respected
asset at the agency. Finalists: GroupM, Xaxis.
State Campaign of the Year
Winner: SDWM, Transport Accident Commission, Towards Zero — Zero Jumper
Victorian motorists are four times more likely to die on a rural road than a metro road. The Transport Accident Commission (TAC) needed a way to educate and protect the next generation of road users to reduce this increasingly devastating statistic.
Utilising the sponsorship partnership TAC and AFL Victoria have shared for more than 10 years, SDWM switched the focus from elite players and clubs to local communities. Taking TAC’s Towards Zero Round, a weekend of activity scheduled for every club in the season, SDWM enabled club captains to become spokespeople for the community. They didn’t just share the message, they also wore it. Each captain was given a bespoke jumper with a new number to wear for their match that round. The number was representative of the only acceptable number of deaths on the road: zero.
Before the round, hundreds of clubs hosted and filmed their own jersey presentations which was then shared across social media. As a result, over 1000 clubs became ambassadors for TAC’s message, publicity was gained from over 200 media outlets and a total of 46.6+ million impressions.
SDWM TAC Zero Jersey. Heart Foundation.
The judges: “This campaign demonstrated excellent results and has enabled an important conversation across Victoria in a unique and engaging way.” Finalists: Good People in Power (BWM Dentsu Melbourne/ CitiPower & Powercor)
Emerging Leader presented by SpotX Winner: Jason Maggs, Initiative Australia
(see article page 79)
Finalists: AJ Coyne, Clemenger BBDO Melbourne; Sarah Tucker, LinkedIn; Kellie Dawson, Media- Com; Kylie Pascoe, OMD
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