Tuesday, 2nd August 2022 at 12:59pmA Heartstopping Campaign

The British Heart Foundation has partnered with PHD and Global to deliver a powerful campaign across Heart Radio. Interrupting advertisements with the distinctive sounds of a heart monitor flatlining, the campaign aims to bring awareness to its crucial research.

The campaign sees collaboration between some of the UKs biggest brands and advertisers, with household names such as Sainsbury’s and Dunelm sacrificing airtime in support of BHF’s mission.

Earlier this year, The British Heart Foundation awarded a £30 million grant to CureHeart, a global team of cardiac researchers and scientists working to find a cure for inherited heart muscle diseases. In supporting this research, the charity is hoping to “disrupt” the progression of genetic cardiomyopathies; an ambition reflected in their latest campaign.

“Genetic cardiomyopathies are unseen killers. Every week in the UK, 12 people under the age of 35 die of a sudden cardiac arrest, often caused by one of these inherited heart muscle diseases,” said BHF’s chief marketing and fundraising officer, Claire Sadler.

“The partnership that PHD and Global have created for us is the perfect blend of message and medium that will grab attention and allow an important message to be delivered in an impactful, unexpected way at national scale.”

PHD’s business director, Claire Bullock said “There are some great idea that, on paper, look too difficult to pull off. This could have been one of them, but we’ve had the delight of working with a client and a media partner by making difficult things happen.

We’re looking forward to hearing weeks of hard work and collaboration come to life and grab listeners’ attention across the UK.”