The West Australian shocks readers with graphic two-page press ad for the Heart Foundation via Behaviour Change Partners, Longtail and OMD
The West Australian worked closely with the Heart Foundation and its agencies - Behaviour Change Partners (run by Sydney-based Paul Fishlock), OMD and Longtail - to come up with an innovative cut-through execution to grab reader's attention this past weekend.
The Heart Foundation took over the front cover and page two of The Weekend West with a graphic picture of toxic fat around vital organs of a moderately overweight Australian. The initiative is part of the Heart Foundation's three year 'Live Lighter' campaign targeting obesity.
Campaign Director, Heart Foundation's Melanie Fineberg said, "We've worked closely with all our agencies - Behaviour Change Partners, OMD and Longtail - as well as with the team at The West to come up with some truly innovative creative and media solutions for our Toxic Fat campaign. It's critical that we make a real impact, to raise the sense of urgency around this important health issue and begin to drive behaviour change among the population.
"I'm incredibly excited about the advertising space we've secured in the printed and online formats of The West. I'm certainly confident it will help generate lots of comment and debate."
The campaign also includes a graphic TV commercial.