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ADVERTISING CAMPAIGNS

BHF ‘Karen’ advert

Agency:  Grey London

Client: British Heart Foundation

February is National Heart Month and the British Heart Foundation (BHF), working with Grey London and PHD, has launched a new integrated marketing campaign in its fight against heart disease.

The charity’s new TV campaign was directed by Saul Dibb, the highly acclaimed Director of ‘The Duchess’, and features the voice of actress Imelda Staunton. But the real stars of the campaign are the heart patients and their families who gave up their time to share their own stories.

The campaign is designed to make a real connection with everyone who has been touched by heart disease, and to encourage them to contact the BHF for support and guidance.

Each of the eight adverts works independently, however they are paired stories of heart disease patients and family members. The wife and husband, parent and child and siblings give voice to their personal experiences, and demonstrate the help and support the BHF has provided them.

The treatment of the campaign was simple and bold – focusing on the face of the person, so their real emotions come through as their inner monologue accounts their story and how the BHF supported them. This is the first time the charity has ever used real people in such a campaign.

“The power of the people’s story and the raw emotion they show is much stronger than any actor could have given us,” said Head of Social Marketing and Brand at the BHF, Nick Radmore.

“We hope that it will provide a strong connection to the people we believe would benefit from the support of the BHF, encouraging them to contact us and to show they are not alone.”

The campaign will run with 40sec and 30sec TV ads to mid February. With supporting activity on radio, press advertising and targeted door drops in areas where the prevalence of heart disease is highest.

Social media will also play a key role in the campaign with a sneak preview of the TV advert being sent to the 13,000 BHF followers on Facebook and regular updates will be made on Twitter.

The BHF website will also feature the case studies’ full stories, alongside uncut footage from the initial interviews.

AJR
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