The pace to which a family’s life can change when a child is affected by congenital heart disease (CHD) has been depicted to raise awareness of the rapid onset of the condition.
The campaign for HeartKids, created pro bono by DDB Sydney, confronts the viewer with contrasting scenes of bringing a life into the world, and losing one.
Digital strategy and marketing manager for the organisation, Dianna Crisp, said CHD affects eight babies a day, or one born every three hours.
“When we embarked on this project earlier in the year, we were impressed with DDB’s dedication to the CHD community,” she said.
“Many people aren’t aware that CHD impacts eight babies a day and is the leading cause of disease- related disability, it also has no known cure. Bringing awareness to this disease is critical for the families who need to be supported.”
The campaign was coordinated by the industry’s social purpose organisation, UnLtd. Initiative executed the media strategy and planning.
The 30 second spot is launching the campaign that will also appear across outdoor, radio and digital that will focus on the significance of a single heartbeat in which things can change.
Tara Ford, chief creative officer at DDB Sydney, wants HeartKids to stand out in the competitive appeals from children’s charities.
“When we look at children’s charity advertising there are accepted codes that appear time and again. To stand out in the category, we wanted to find a place that makes people uncomfortable enough to pay attention, but not uncomfortable enough to look away. We hope that the campaign will inspire empathy and support for the families affected by CHD.”