Heart attack symptoms awareness campaign

billboard/posters/postcards/text message reminders
Watch your own heart attack.
Sunday Aug 10th 9:17PM ITV1
The most important two minutes of TV you’ll ever see.

2minutes.org.uk

Problem: To build awareness of the variety of symptoms of a heart attack and prompt swift action to save the 245 people that die every day.

Solution: We invited people in the UK to ‘watch their own heart attack’. What they saw was a one-off two minute TV event, taking an entire ad break (media first). Invitations to watch were sent out on TV, posters, print, leaflets, SMS, beer mats, DM to doctors and PR.

Result: 6.5 million people watched the event. Viewing figures went up during ad break. 80% of target audience understood the variety of heart attack symptoms. Lives were saved.

Click on image below to view the TV Commercial Event

Agency: Grey
Chief Creative Officer: Jon Williams
Creatives: Damon Troth and Joanna Perry
Chief Strategy Officer: Neil Hourston
Producers: Rebecca Pople and Andrew Blackburn
Typographer: Mark Cakebread
Producer: Juliet Naylor (RSA)
Director: Brett Foraker RSA
Final Cut Editor: Adam Rudd
Sound: Rich Martin (Envy)

Brand name: Heart attack symptoms awareness campaign
Generic name/category: Disease awareness, cardiovascular
Company: British Heart Foundation
Country/Market: UK, Europe
Indication(s)/use: heart attack
Target: Consumers (DTC)
Tagline: Watch your own heart attack
Publication: 2009