British Heart Foundation creates heart disease story

LONDON - Partners BBDH is to unveil its first television work, backed by a direct marketing campaign, for the British Heart Foundation since winning the account last November.

The campaign will promote Heart Week, and focuses on children born with congenital heart defects.

Heart Week is the BHF’s biggest annual fundraising event. It runs from June 7 to 15 and the charity is asking people to wear an item of red clothing and donate £1 to the cause.

The commercial highlights the fact that diseases such as hole in the heart have a dramatic impact on the lives of children and, although most survive the affliction, they face numerous challenges as they grow up.

The TV spot uses the idea of a chorus to dramatise the thoughts and feelings of children with congenital heart defects as they cope with the disease.

The film comprises three vignettes -- a boy having to take a break from playing football, a child playing catch in the playground, and a teenage girl feeling self-conscious about a scar left on her body after major heart surgery.

The spot will run on national television with media planning and buying through Manning Gottlieb OMD. The activity will be supported by a direct marketing door-drop campaign.

The commercial was directed by Graham Fink through the finktank. It was art directed by Murray Blackett and written by Steve Black.

Congential heart defects affect one out of every 125 live births in the UK. Because of improved treatment from research, four out of every five babies afflicted now survive childhood.

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