The British Heart Foundation is using Valentine's Day as a hook for a national press campaign designed to help cut deaths from heart disease, which claims the lives of 500 Britons a day.
The press and magazine initiative is targeted at men aged between 25 and 44 with advice on how diet and exercise can help prevent heart problems in later life.
The advertising takes a humorous approach, in contrast to the charity's current TV campaign which, under the theme 'Look after number one', shows a husband suddenly felled by a heart attack while on a shopping trip with his wife.
Abbott Mead Vickers BBDO has produced the two press executions. One shows a man's bulging midriff with the line: 'You see love handles. We see heart disease.' The other shows lingerie next to a woman's gym kit and carries the caption: 'Don't buy her a present for you. Buy her a present for her.'
The ads offer the advice: 'With Valentine's Day coming up, what better time to think about your heart. Look after the one you love.'
Both ads were written by Richard Foster and art directed by John Horton.
Media buying is handled by Manning Gottlieb Media.