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Public Education Campaign of the Year


Silver
Campaign Title

Take Heart Australia
Client

Take Heart Australia
Agency

Hill+Knowlton Strategies

Our pro-bono client Take Heart Australia (THA) had a mission: decrease the Australian deaths from Sudden Cardiac Arrest (SCA) by getting more people to learn CPR. However, with the charity in its first year, it would struggle to be heard in an already crowded field.
We held a mass CPR training event at Allianz Stadium on Take Heart Australia Day (November 30) aiming to train as many Australians as possible in CPR. We harnessed Aussies’ competitive spirit, telling them we were being outclassed by other nations in saving lives.


An award-winning puppeteer created “Resus Andy”, a resuscitation mannequin who berates everyday Aussies into learning CPR. A nine-episode web-series posted on YouTube garnering thousands of views, likes and coverage.


Via a staggered launch, we offered interviews to media with THA founder Professor Paul Middleton and SCA survivors.


Across newsprint, online, TV and radio, there were over 747 pieces reaching an estimated 17,259,349 eyeballs. Over 4,500 people attended THA Day to take CPR-training. Each person received their own CPR mannequin and challenged to teach 10 more people what they learnt on the day — meaning a potential 45,000 Australians will now learn CPR basics.

Silver
Campaign Title

FingerBand Campaign
Client

Ministry of Health and Welfare
Agency

FleishmanHillard Korea

Working under the Ministry of Health and Welfare, FleishmanHillard Korea implemented a pan-national PR campaign to reduce tobacco use. The work presented smoking as a disease that can only be cured by quitting, highlighting a government policy to subsidise smokers willing to do so. It proved that raising cigarette prices was a reasonable course of action by demonstrating the positive impact derived from the price policy and comparing cigarette prices in Korea and other countries. Collaboration with young celebrities helped spread the message. In the end, the campaign earned more than 218 pieces of media coverage; 47million+ online page views; 14 thousand+ comments and 9.89 out of 10 review rating for the‘webtoon’ ‘A Full-Fledged No Smoking Recommendation Comic’. 284,000 people participated in related social media activities, and an online drama clocked up 443,000 views.