As a result of the GFC, lead news stories were focused around the deteriorating global economy. People were desperate for financial information, and this unprecedented interest provided an ideal opportunity to place activity in a financial environment that resonated with a target that was redefining wealth as economic health.

The creative strategic solution was placement of the arresting creative in the share pages because of the increased interest in all things financial - daily checking of share portfolios was essential to monitor the effect the financial markets were having on individuals' personal wealth.

We created a newspaper watermark of a heart monitor line that started out regular and healthy on the first double-page spread (DPS) but then became erratic and mimicked a heart attack on the second DPS. The final call to action was a request for donations for the 2009 Door Knock Appeal.

We achieved our objective - people opened their wallets and donated generously.

Despite the GFC, the final tally of the Door Knock Appeal exceeded the $4,400,000 goal by 14%.This execution was a cornerstone of the campaign. The 5 print insertions that made up the campaign were all pro bono.The campaign was reported as best practice on the Australian newspaper industry body’s website. “The ad uses the environment cleverly, linking the issue of heart failure to the emotional rollercoaster that is the stock market, at a time when stocks have been particularly volatile.” Source: TheNewspaperWorks.com.au