Grey Melbourne targets Australian women’s heart health

Following a competitive pitch, Grey Melbourne has picked up the account for National Heart Foundation Australia for a campaign targeting women between 45 to 64 years old.

Called the ‘Go red for women’ campaign, it sets to raise awareness, drive engagement and promote action amongst women with regards to their heart health. The campaign will run in the lead up to and during ‘Go red for women’ month in June and will comprise of magazine, radio and online advertising.

“Research reveals that most women mistakenly believe that breast cancer is the leading cause of death,” says Roberta Donovan, Heart Foundation marketing director. “The fact is women are four times more likely to die of heart disease as it is the number one killer.”

David Dumas, business director, Grey Melbourne, says, “To reverse the firmly held perception that heart disease is just a problem that overweight blokes over 50 need to be concerned with is a great opportunity that we are thrilled about. Until the briefing ‘Go Red for Women’ most of us had no idea that women were more likely to die of heart disease than men, which reinforced the complexity of our communications challenge.”