Magazine article Marketing

Golden Jubilee Awards 2009: Not-for-Profit Marketing (SME)

Magazine article Marketing

Golden Jubilee Awards 2009: Not-for-Profit Marketing (SME)

Article excerpt


Brand: British Heart Foundation

Agency: Grey London

One in three heart-attack victims die before they reach hospital, often because they are ignorant of the symptoms - which are far more varied than people think. This ignorance contributes to 90,000 deaths a year, according to the British Heart Foundation (BHF).

Since 2006, the BHF has campaigned to boost awareness of the symptoms of heart attacks and ran 'Doubt kills', an advertising campaign depicting the chest pain associated with a heart attack as a belt tightened around a man's chest.

But despite its success, the public remained unaware of the full range of symptoms that they should look out for, including nausea and dizziness. The charity needed to create something that would communicate this vital part of its message as well as tackle the denial or doubt that stops people calling 999, and tell them what action to take.

The unconventional solution was a short film that simulated a heart attack. It featured a menacing Steven Berkoff 'inflicting' the symptoms on the viewer in a dramatic fashion, while echoing their denial: 'It could be indigestion - last night's curry.'

Airtime for a peak-time two-minute ad is expensive, so the answer was to turn it into a one-off event. …

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