Heart Foundation in move upmarket as AMV unveils new ad

The British Heart Foundation is taking its message upmarket in new advertising aimed at its core supporters under the theme ’fighting for your life’.

The British Heart Foundation is taking its message upmarket in new

advertising aimed at its core supporters under the theme ’fighting for

your life’.



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

second-biggest killer.



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.



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