An Australian public relations campaign, announcing that eggs have received the National Heart Foundation tick of approval as a heart-healthy food, has won a gold award at the Public Relations Institute of Australia (PRIA) NSW State Awards for Excellence.
For years the humble egg has suffered under the common public belief that eating eggs will raise cholesterol levels and, therefore, increase the risk of heart attack.
In an effort to debunk this persistent myth, Sydney-based PR agency Reed Weir Communications teamed up with the Australian Egg Corporation to launch the Heart Foundation’s Tick Program approval for eggs.
The ‘Tick for Eggs’ campaign, whose strategy was based on strong scientific evidence, included education for healthcare professionals, a national public awareness campaign, an issues management plan and internal communications to Australian egg farmers. It even involved breaking a Guinness World Record for balancing the most raw eggs (439 of them) on end at one time.
National consumer research following the campaign showed a 25% improvement in attitudes towards eggs and cholesterol, an 11% improvement in understanding the relationship between eggs and fat, and a total of 38% of Australians had heard of eggs gaining the NHF Tick.