Initiative wins two major health assignments

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Initiative has won the combined communications assignments for two public health portfolios, Cancer Council WA and the Heart Foundation's LiveLighter campaign.
Following a competitive pitch, Initiative will take on the dual assignments as a single agency lead on media planning and buying including programmatic, search marketing, activations, social media and content amplification.
The Heart Foundation's LiveLighter is a public education campaign to address people's weight issues, poor diet and physical inactivity. The initiative is a response to the increasing prevalence of obesity in society and an intention to present the condition as a serious health issue. LiveLighter has been developed and delivered by the Heart Foundation in partnership with Cancer Council WA.
Cancer Council is WA's leading independent, evidence based anti-cancer organisation. Their portfolio comprises several campaign divisions including Make Smoking History, SunSmart, the Ultimate Lifestyle Lottery and other Cancer Council WA fundraising and brand marketing. There are almost 12,000 new cases of cancer diagnosed in WA each year and the rate of detection is rising.
Lillian Ryan, Business Development Director of Cancer Council WA said, "Initiative clearly demonstrated the capabilities to reach our diverse audiences with multiple layers of media channels. We are looking forward to partnering with the agency to bring positive impact to people's lives." 
Clive Bingwa, Managing Director of Initiative and Mediabrands Perth said, "These public campaigns are critical in raising awareness and understanding within the community about reducing the incidence and impact of cancer and other serious health-related issues. We are starting work on the assignments immediately."


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