The campaign for the disease, which affects more than 800,000 Britons, was created by Abbott Mead Vickers BBDO for the British Heart Foundation. An ad in the national press and consumer titles features a beaker full of liquid with the caption: "The problem with heart failure isn't the pain in your heart, it's the liquid in your lungs."
Another ad shows a woman with a polythene bag over her face and the line: "I've got heart failure. And this is what it feels like every morning."
The work was written by Tim Riley and art directed by Rob Oliver.
Manning Gottlieb OMD has devised the media buying and planning strategy to target men and woman aged over 45.