Pro bono advertising and marketing campaign for HeartKids



Award winning creative agency, Hulsbosch has launched a national fundraising campaign for the Australian congenital heart disease organisation, HeartKids.

Sadly, eight babies are born with congenital heart disease every day in Australia, with four passing away each week. There is currently no known cure.

For HeartKids, the ‘Show Your Heart’ campaign is a critical opportunity to raise awareness and enhance its profile as a health priority area to a broader audience and encourage people to act and donate.

The wide-ranging advertising campaign commenced in late January and will run through to the end of February 2019.

In previous years fundraising focused on the charity’s biggest fundraising event, Sweetheart Day, which coincides with the International Day of Congenital Heart Defect Awareness, and Valentine’s Day on February 14th.

As part of a 3-year strategy, Hulsbosch shifted the focus to the whole month of February, to give breadth to the campaign coverage and reinforce the important message behind the ‘Show Your Heart’ campaign.

Carolyn Pitt, Client Services Director at Hulsbosch said, “The campaign powerfully signals not only what the charity does but invites people to join in the fight; we want everyone to ‘show their heart’ to help kids with congenital heart disease.

The key visual component is a young Sydney boy named Xander, a Heartkid currently living with congenital heart disease (CHD), and highlights the impacts he and his family will have to navigate through their CHD journey.

It’s emotive personal stories that are eye-catching and simply reveals ‘a call to action’ for the charity”. 

Hulsbosch conceived and produced the HeartKids 30-sec TVC, scheduled on Foxtel and free-to-air channels for metropolitan and regional markets in Australia, as well as 15-sec and 30-sec radio spots.

These components will be followed by a 360-degree campaign which incorporates Hulsbosch specially-created guidelines and visual assets in a media mix based on consistent execution across outdoor, press, digital and social amplification.

Rob Lutter, Chief Executive Officer, HeartKids said: “As a fundraising organisation we value support and partnership. The Hulsbosch team has made an invaluable contribution to the cause. Their deep understanding of our needs ensured an impressive campaign outcome, which has our 100% support.

The ‘Show Your Heart’ campaign is instrumental in driving relevant messages to consumers and corporates, and we are clearly set on a strategic fundraising path which will encourage everyone to connect and contribute to the cause.”                   

In recent developments, HeartKids received Federal Government funding for medical research into congenial heart disease. The funding from the Medical Research Future Fund will support researchers translate their vital work in real health benefits – better diagnosis, treatment and prevention of CHD.