British Heart Foundation is attempting to reduce the number of people who die from heart attacks with a campaign that encourages people to dial 999 if they experience chest pains. TBWA\London has created a press and poster ad that targets the over-45s. It shows an arresting image of a man whose chest appears to be constricted by a belt made out of his own flesh. Large bold text reads "A chest pain is your body saying call 999". The ad also carries the line: "Doubt kills. Call 999 immediately". The creative idea is based on the idea that the average two-and-a-half hours it takes people to receive treatment could be reduced if people reacted the moment they experience a symptom.