The Heart Foundation has been beaten for a confronting new advertising campaign that has also come under fire from healthcare professionals.
The organization has edited a powerful scene from its new Heartless Words advertising campaign after being flooded with public kickbacks about the shock tactics used.
But it has also supported the controversial campaign launched on social media this week, suggesting that people neglect heart health do not like their families.
The advertisement starts with a mother bringing her little boy to bed and telling him: & Every time I told you that I loved you, I lied – you are not my priority & # 39 ;.
The Heart Foundation defended its confrontational new advertising campaign that led to controversy
In the following scene, a man who is helping his wife wash dishes tells her: & # 39; I promised you my heart and I gave it away & # 39 ;.
During a family gathering, a man tells his loved ones: & # 39; Over time, this family will be filled with loss and sorrow. But I don't care, because I'll be gone. & # 39;
The advertisement ends with a mother on her deathbed in the hospital.
& # 39; It's not just my heart, I don't care, it's yours, & # 39; she tells her little girl on her bed.
The grim scene has since been removed from the ad, but the unedited version still remains on the Heart Foundation's social media accounts.
A scene with a mother on her deathbed with a girl by her bed has been ejected
It also faces the extraordinary campaign in an effort to reduce the 18,000 families that have been destroyed by heart disease deaths every year.
& # 39; Heart disease not only affects you & # 39 ;, the foundation said on Facebook on Tuesday evening.
The campaign is called cruel and heartless.
& # 39; You have not only failed with marketing, but you have also failed with humanity. You have caused so much trauma & # 39; s more stigmatized & # 39 ;, a person wrote on Facebook.
A man tweeted: & # 39; Without a doubt, the worst advertising campaign ever conceived. & # 39;
& # 39; Over time, this family will be filled with loss and sorrow. But I don't care, because I am gone, & # 39; this man tells his loved ones in the last ad of the Heart Foundation
Others were offended by the 60-second ad.
& # 39; I have a genetic tendency to heart problems due to hereditary high blood pressure and inherited high cholesterol. I take medication, I have heart checks. I eat healthy, I exercise. I probably still get heart disease. How DARE you imply that I am irresponsible and indifferent, & tweeted a person.
One man posted: & # 39; I am a heart attack survivor. This is the most insane advertising campaign I have seen. It is a total insult to all of us survivors who have ever supported the Heart Foundation. & # 39;
The advertisement struck a guts for those who lost loved ones to a heart condition.
& # 39; My father suddenly died of a heart attack when I was four. My grief was quickly replaced by confusion and embarrassment. This ad would have both aggravated & a tweeted person.
One woman added: & # 39; If this is not the most harmful ad I have seen forever. My father died of a hereditary heart disease. He fought it all his life. While your message is important, the liberation is hurtful, insensitive and simply ignorant. & # 39;
The confronting advertising campaign Heartless Words was struck by healthcare professionals
The organization responded to some of the overwhelming online repercussions.
& # 39; There is no doubt that this campaign contains many emotional elements. The ads are designed to attract people's attention, but the core of the campaign is some very serious health messages. The campaign is a powerful reminder of what is at stake, & the Heart Foundation responded to a Twitter response.
The campaign was launched by experts, including the professor of Youth in Youth in Melbourne and Headspace founder Patrick McGorry.
& # 39; So people are to blame for their illness? That was precisely the basis for the stigma of mental illness and addictions. The same applies to suicidal patients in emergency departments where they are blamed and are at the back of the line, "he tweeted on Tuesday.
La Trobe University cardiovascular researcher Professor Grant Drummond has also expressed concern.
& # 39; The Heart Foundation is doing fantastic work by making people aware of cardiovascular disease and earning money for research, but I have to say that they have gotten a bit out of place on this occasion & # 39 ;, he said. The age.
& # 39; Heart attacks and strokes not only affect seated, overweight, unhealthy or elderly people.
& # 39; There are many young, fit people living a very healthy life affected by sudden heart attacks and strokes, so it is really important that we remove the stigma that it is all caused by your own poor lifestyle choices. & # 39;
Another healthcare professional picked up Facebook to beat the ad.
& # 39; After I treated patients and had family members without identifiable risk factors, who presented a heart event, including heart rhythm disorders, I don't see how the victim's blaming is related to every type of message you want to convey & # 39 ;, posted they.
& # 39; The level of trauma that this ad causes to family members of patients who have died of sudden heart disease cannot be underestimated. I do not know how this has passed your internal screening and ethical procedures. & # 39;
The Heart Foundation is flooded with public responses to social media about the advertisement
& # 39; I promised you my heart and I gave it away & # 39 ;, this man tells his wife in the advertisement
The advertisement led to a war of words in the air until Tuesday 2GB radio host Ben Fordham and the Heart Foundation director of prevention Julianne Mitchell, who argued that the aim was to start an important conversation between loved ones.
& # 39; No, wait a minute. When you say what we are trying to do, you try and you fail to do what you say you are trying to do. The ad says that if a mother or father dies, they don't really love their child, & Mr. 39ham shot back.
Mrs. Mitchell replied, "No, the ad really says that the consequences of neglecting your heart health are important, not just for yourself but for your family."
But Mr. Fordham did not buy it:
& # 39; Wait a minute, because you have an advertising challenge ahead of you, it's great to tell children who have let a mother or father die that your father or mother didn't love you? & # 39; he asked.
The Heart Foundation says that the advertisement wants to start an important conversation between loved ones
Kellie-Ann Jolly, the CEO of the Victorian Heart Foundation, apologized for any offense caused, but still believes the campaign is necessary.
& # 39; We have taken a bold approach by using family life moments that people can identify with to break through and allowing Australians to understand their risk of heart disease, & # 39; she said.
& # 39; This campaign is needed because more than 200,000 Australians have died in the last five years, 600,000 Australians have heart disease and 13 million Australians have three or more heart disease risk factors. & # 39;
Heart Foundation chief executive professor John Kelly told ABC Radio Melbourne: & # 39; Some people will take offense and we apologize for that. But the degree of complacency requires that we have this conversation. & # 39;
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