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TBWA\LONDON launches £2M British Heart Foundation Campaign ‘Doubt Kills’ Ad highlights danger of ignoring chest pains
20\11\2006
View ‘British Heart Foundation’
(Draft Trade release — awaiting client approval) Embargoed for use until Monday 20th November 2006
The British Heart Foundation, the charity at the forefront of the fight against heart disease, is launching a £2 million national awareness campaign through TBWA\LONDON on 20th November to highlight to the dangers of ignoring chest pains — the most common symptom of a heart attack.
The campaign ‘Doubt Kills’ will run across press, poster and radio and aims to encourage adults of middle age to call 999 if they are suffering chest pains and think it might be a heart attack. The campaign has been timed to launch in November due to the fact that more people suffer from heart attacks in December and January, and will run for two weeks.
The print ad uses a visual dramatization of chest pain by featuring an average middle-aged man whose chest is being constrained by a belt under his skin, which appears to be pulled so tightly that he is experiencing considerable discomfort.
BHF estimates that x % of people suffer from chest pains that lead to heart attacks without realizing and so the campaign hopes to educate people that chest pain is a symptom of a heart attack and make them feel more comfortable with calling emergency services.
Betty McBride, the BHF’s director of policy and communications, said “xxxxxxxxx”
Steve Henry, executive creative director of TBWA\LONDON, said: “xxxxxxxx “
-ends-
For further information on TBWA please contact Avril Canavan avril.canavan@tbwa-london.com +44(0)20 7573 7113 / +44(0)7946416607
For further information on BHF please contact xxxxxxxxxxxxx
Notes to editors
Credits
Project name — ‘Doubt Kills’ Client - Betty McBride, director of policy and communications, BHF Brief — highlight to the dangers of ignoring chest pains, the most common symptom of a heart attack Creative agency — TBWA\LONDON Copywriter — Adam Chiappie and Matt Saunby Art director - Adam Chiappie and Matt Saunby Planner (creative agency) - Media agency Media planner Media spend - £2 million Photographer Photographer’s agency Retouching company Exposure
About the British Heart Foundation xxxxxxxx
About TBWA\LONDON: TBWA\LONDON is part of one of the world’s fastest growing top ten agency networks, which was named ‘Global Agency Network of the Year’ by Advertising Age magazine in 2004. We are one of the most creatively awarded agencies, winning more Cannes Lions than anyone else, as well as the coveted Grand Prix in 2004 for our Sony PlayStation ‘Mountain’ ad. We work on 38 of the biggest brand names in the business, including, Adidas, Apple, Absolut, John Smith’s, Müller, Pedigree, Skittles, Sony PlayStation and Whiskas. Founded in Paris in 1970, TBWA opened the London office in 1973 and now has over 200 employees. We were named one of the Sunday Times’ Top 100 Companies to work for 2003-2005. Globally the TBWA network, part of the Omnicom Group Inc, has 239 offices in 75 countries, and approximately 8,300 employees worldwide
- Author:
- Avril Canavan
- Tags:
- british heart foundation
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