Client: British Heart Foundation
The British Heart Foundation (BHF) has launched uplifting TV advert which opens with a lone drummer picking up the beat of the city. Other people then take part in a range of activities in time to their heartbeat.
The advert is part of a wider campaign called The Beat and is being supported by an interactive website, a podcast and a free motivational text message service will also give a helping hand to people who want to get active.
The advert hits screens as the nation’s activity levels deteriorate: only a third of Brits achieve the minimum recommended amount of exercise.
And recent BHF statistics show that someone dies every 15 minutes as a direct result of physical inactivity.
Director of Prevention and Care at the BHF, Dr Mike Knapton, said, “This is a deadly serious issue. With our busy lifestyles and labour-saving devices, we’ve stopped getting the exercise our bodies desperately need.
“For many people, exercise has become an ugly word, something to avoid at all costs - but they’d be amazed how easy it is to up the tempo of their heartbeat.
He added, “Just 30 minutes a day will do you and your heart the world of good. The BHF is trying to show people that it can be fun too."