Take Heart is a moving picture advocacy project designed to put Rheumatic Heart Disease (RHD) on the global media and public health agendas.
RHD is preventable, but it currently affects over 15 million people worldwide.
The project will create a collection of films reaching out to the public and decision-makers, communicating the global scale of RHD and the impact it has on communities all around the world through the stories of people living with the disease and those who care for them.
Over a 4 years, Take Heart will announce this global health crisis to new audiences around the world, provide a context for the staggering scale and scope of RHD, create empathy for the human cost and follow the stories of a diverse group of people living with Acute Rheumatic Fever (ARF) and RHD. The series is designed to generate insights into how ARF can be eliminated globally and the burden of RHD can be minimized.
As a social change initiative, Take Heart is designed to create audience engagement – a process in which the target audience is asked to go from passive viewing to active participation in the subject matter. Importantly, it provides easy-to-use digital tools to build networks of influence and do something. This will involve calls-to-action, campaigns and ongoing coverage of World Heart Federation programs that are making a difference on the ground.
Quality moving pictures are the foundation for the distribution, outreach and audience engagement strategy.
The project will be rolled out in four phases focusing on the situation in different parts of the world including – 1) Australia/ Pacific, 2) Asia, 3) Africa, and 4) Latin America.
The short films will be evolving narratives of patients and/or health workers that we will follow over a three year period to reveal their stories and progress dealing with RHD. These four regions have high levels of ARF and RHD along with different resources and programs in place (i.e. different contexts). Very few countries today have core government funding for RHD prevention and control activities.
By following stories in each of the three regions we can show the impact of different approaches to tackling RHD. It also provides diversity in the types of stories which will be encountered and broadens the spread of potential audiences.
Traditional platforms are a central part of the strategy as they provide topical events that supporters of the project can rally around to help engage the mainstream media in their region. These outputs also serve an important function via screenings at public events and public institutions such as universities, schools and hospitals.
Four one-hour, feature)documentary films will be created. Theses longer films are designed for screenings at public events to raise awareness of RHD and show solutions to how this problem can be solved. The first feature film will premiere at the 2014 World Congress of Cardiology in Melbourne as a media event to drive publicity for the campaign. The style of the documentary special will be told from the point of view of RHD patients, carers and heath workers. This is to help the audience gain empathy and recognise the need for action to prevent the ongoing crisis of RHD globally.
As a series (4 x 60 minutes), Take Heart will be customised to the requirements of broadcasters and also suited to educational and online distribution.
Take Heart is conceived, developed, produced and released by Moonshine Movies.