Be there for your team
HPA, in conjunction with the Ministry of Health, Heart Foundation, Diabetes New Zealand and interested PHOs, launched a campaign to increase the number of heart and diabetes checks on 30 June 2013.
Building on the successful ‘Get a heart health check’ initiative the campaign has an updated tagline ‘Get a heart and diabetes check’.
Heart disease and diabetes are serious problems in New Zealand, killing more than 6,000 kiwis a year. One New Zealander dies every 90 minutes from heart disease and more than 225,000 people have diabetes (mostly type 2).
The earlier heart disease and diabetes are detected the easier they are to manage.
This campaign communicates the seriousness of heart disease and diabetes in a way that connects with the key audiences in a way that will motivate them to get a check.
About the campaign
Former All-Black Wayne (Buck) Shelford is the face of the campaign. Other familiar kiwis - actor Robbie Magasiva (ex-Shortland Street and Sione’s Wedding) and comedians Urzila Carlson and Raybon Kan feature in the television commercials that promote the importance of getting a heart and diabetes check.
By using Buck Shelford and well known kiwis it makes getting a heart and diabetes check seem less scary and OK, achieving the desired out-take of “if they can do it, then so can I”.
Buck Shelford is a New Zealand rugby legend and a down-to-earth kiwi bloke, who has respect and mana to connect with people in a way that they will think “if it’s OK for Buck, it’s OK for me”.
Who are we talking to and why?
The primary audiences for the campaign are:
- Māori, Pacific and South Asian males 35 and over.
- All other ethnic groups of males 45 and over.
- Māori, Pacific and South Asian females 45 and over.
- All other ethnic groups of females 55 and over.
These audiences are at a greater risk of heart disease and diabetes because of their age and ethnicity - a disproportionate number of Māori, Pacific and South Asian people are affected by heart disease and diabetes.
Campaign commercials and resources
The commercials feature Buck Shelford, New Zealand actor Robbie Magasiva and comedians Urzila Carlson and Raybon Kan. The teaser takes a light hearted approach to the demographics of the target audience for the campaign. The follow-up advert is set in a hospital with a team of nurses and doctors in action around a patient being rushed into ER. There is a humorous reveal at the end of the advert while still taking a realistic approach to the seriousness of heart disease and diabetes.
Both of the television commercials use humour to deliver the serious message that heart disease and diabetes kill more than 6,000 New Zealanders a year and to encourage people to get a heart and diabetes check.
Listen to the radio ad » [MP3, 1MB].
View the press ad » [PDF, 267KB].
View the poster » [PDF, 870KB].
View the brochure » [PDF, 394KB].
HPA no longer has stocks of these resources. If you would like the artwork or advertising files to use in your local area please email firstname.lastname@example.org