A press and outdoor campaign, by Partners BDDH, aims to encourage women to improve the health of their heart by raising the awareness of the link between high blood pressure and coronary heart disease.
The campaign was prompted by research by BHF which claimed that many women in the UK are under the misconception that coronary heart disease is a "man's problem" - in reality, the disease is the single biggest killer of women in the UK.
The ads show a blood-pressure testing kit presented in a gift box that would typically contain jewellry. They are headed "Nothing's as precious as a healthy heart" and "The most valuable gift your heart could receive" and carry the phone number for an information line.
Manning Gottlieb OMD handled media planning and buying for the campaign.
The executions will run in national and women's press, outdoor and on specific online sites on Valentine's Day.
Kate Waters, the planning director at Partners BDDH, said: "BHF provides people with the information and practical advice they need to improve their health. We've chosen to focus on high blood pressure because it is one of the key risk factors of coronary heart disease, although in many cases women do not even realise they are suffering from this problem."
Partners BDDH won the BHF account at the end of last year, after the charity's links with Abbott Mead Vickers BBDO were severed.
The creative team at Partners BDDH was Kimberley Gill and Mareka Carter.