Project tender detail
Background Brief: Digital Referral Pathway Evaluation
The Heart Foundation Walking (HFW) program is one of Australia’s largest free walking initiatives, designed to help Australians achieve the recommended 150 minutes of moderate physical activity per week. Established over 30 years ago, HFW offers two participation options: Walking Groups and Personal Walking Plans.
Walking Groups connect over 61,000 regular walkers through 800+ groups nationwide, supported by volunteer organisers and host organisations such as councils and GPs. Participants are predominantly older women (78% female; 65% aged 65+), with strong retention (87.1% after 12 months). Personal Walking Plans, introduced in 2021, provide a six-week tailored program supported by digital marketing. Over 328,000 Australians have registered, with 74% completing their plan and 69% meeting physical activity guidelines.
To strengthen integration of physical activity into clinical practice, the Heart Foundation launched the Digital Referral Pathway (DRP) in October 2025. This online tool enables health professionals—including GPs, nurses, and allied health practitioners—to refer patients directly to HFW. Referred patients receive a six-week email journey encouraging them to join a Walking Group or start a Personal Walking Plan. Communications are evidence-based and designed to build sustainable habits.
The DRP pilot (Phase 1) is currently in soft launch, targeting clinics already engaged with HFW. Phase 2, planned for January–June 2026, will expand nationally through outreach to health professional bodies and digital campaigns. The DRP aligns with the Heart Foundation’s broader Health for Every Heart strategy, embedding physical activity in preventive and secondary care.
Evaluation Purpose and Scope
The Heart Foundation seeks an independent evaluator to assess the DRP’s effectiveness, usability, and behavioural impact during its early implementation (Nov 2025–Apr 2026). Key objectives include:
Determining whether the DRP enables health professionals to refer patients effectively.
Assessing integration into clinical workflows.
Evaluating clarity, tone, and motivational impact of the consumer email journey.
The evaluation will combine qualitative feedback from health professionals with analysis of de-identified engagement data and consumer focus testing. Findings will inform refinement and national rollout.
Details of how to apply:
Interested organisations and researchers are invited to submit an Expression of Interest outlining their proposed approach, team expertise, budget, and timeline. EOIs should be submitted electronically as a Word or PDF document. Please send your submission to: Senior Health Professional Engagement Officer – Heart Foundation Email:
All EOIs must be clearly titled: “Expression of Interest – Heart Foundation Digital Referral Pathway Evaluation”. The Heart Foundation reserves the right to accept or reject any submission and to negotiate with preferred respondents.
Contact: Senior Health Professional Engagement Officer – Heart Foundation Email:
Closing Date: 16 December 2025
Download the Terms of Reference