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05 . 12 . 17

How the BHF joined forces with The Sun to save lives

Words by: Print Power
An ambitious British Heart Foundation campaign to raise awareness and donations saw the charity turn to print to help deliver its message
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British Heart Foundation "Changing Minds"

 

At a glance

  • 58% of Sun readers recalled seeing the British Heart Foundation ad
  • 23% said that they would consider donating to the charity as a result of the ads
  • 21% of readers talked about the ads with friends and family
  • Post-­campaign, the British Heart Foundation increased its spontaneous awareness by 13%
    Source: Newsworks

In order to achieve its ambitious target of spending £500 million on research by 2020, the British Heart Foundation (BHF) needed to challenge perceptions of heart disease and inspire support and donations.

Most people see the disease as preventable and think it'll never happen to ‘someone like me’. In a bid to change this and make people aware that it could strike anyone at any time, the BHF partnered with The Sun to disrupt people’s everyday routine and create as much impact as possible.

Working closely with The Sun's editorial team, the BHF delivered highly contextual, bespoke messages around news articles, as well as removing some of the newspaper's most-read sections – including the sports pages and TV listings. In place of the usual content, stark messages brought home the unpredictability of heart disease.

Using similar creative, the messages ran across OOH placements including bus shelters, across coffee cups and cinema tickets, in taxis and on toilet mirrors. The campaign was also supported by TV and digital display ads.