The British Heart Foundation is taking its message upmarket in new
advertising aimed at its core supporters under the theme ’fighting for
The national press campaign through Abbott Mead Vickers BBDO marks a
change of tack by the charity after its TV campaign to raise awareness
of heart disease among young, more downmarket, men.
The new work targets the Foundation’s supporters with advertising that
illustrates the breadth of its work, its human face and the fact that
much more needs to be done to beat heart disease - the UK’s
St Valentine’s Day has been picked as an appropriate day to kick off the
campaign, with an ad showing a woman kissing her husband while he is in
hospital recovering from a heart operation.
The headline asks: ’Who says research isn’t sexy?’
Written by Matthew Abbott, art directed by Andy Arghyrou and
photographed by Nicholas Neufcourt, the ad is the first of a trio that
will run throughout February and March. One will focus on research and
the other on the Foundation’s nurses.
The campaign will be tightly targeted, with ads confined to the Daily
Mail, The Express and The Daily Telegraph. Media is being planned and
bought by MGM.