BHF press and posters promote new event

The British Heart Foundation is promoting a new fundraising event, The Big Red Fightback, with a press and poster campaign by Euro RSCG London.

The event, which will run during the BHF's annual Heart Week at the start of June, attempts to prompt behavioural change to help fight heart disease, both in terms of lifestyle choices and donating to the BHF.

Outdoor and press ads aim to communicate simple ways in which people can improve the health of their hearts, such as taking the stairs rather than the lift.

Online activity, beginning on 15 May, aims to encourage consumers to request an information pack via the internet.

Designed in the Bolshevik style, the ads take an imperative tone. The "fear the pie" execution shows two characters looking anxiously up at a meat pie. Two other ads read "Get off the bus ... one stop early" and "Stairs, they are your friends".

All the ads carry the line "Heart disease is Britain's biggest killer, join ... the Big Red Fightback" and use red as their predominant colour to tie in with the BHF's branding.

The ads were written by Angus Wardlaw and art directed by Alexei Berwitz.

Three executions will appear on various outdoor sites as well as on Tube panels, bus sides and in national press and magazine titles. Media planning and buying is through Manning Gottlieb OMD.

The British Heart Foundation initiative follows the government announcement last month that it is to run a campaign promoting the benefits of basic fitness.

"We are delighted with the advertising solution that Euro RSCG London has come up with. It is distinctive and gets our serious message across in a fun but effective way," Colin Gruar, the head of marketing at the British Heart Foundation, said.

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