The campaign highlights the stark statistic that someone in the UK dies from cardiovascular disease every three minutes. It features real survivors, seated on their commemorative benches, sharing their personal experiences of living with and overcoming the illness. Images of the benches will also run in an out of home campaign. The campaign will show each survivor seated on their own bench, photographed in a simple documentary style. Media planning and buying for the campaign has been led by Omnicom Media’s PHD.
Damion Mower, Director of Brand at British Heart Foundation, explained: “Cardiovascular disease is one of the UK’s biggest killers, affecting eight million people from every age group and community. Yet, despite its devastating impact, research into it still receives far less funding than many other conditions. With In Living Memory, we’re shining a spotlight on the scale of the challenge, and the incredible difference research is already making. Every story in this campaign is a powerful reminder that continued support isn’t just important – it’s lifesaving.”
Franki Goodwin, Chief Creative Officer, Saatchi & Saatchi, added: “When pictures of our benches being installed around the UK came into our inboxes and this idea became not just real but permanent, I watched one of our producers break down with emotion. This extraordinary project is a feat of production, integration and collaboration. It means as much to us as it does each one of the sixty five people who now have living memorials in their parks, villages and towns to remind everyone in the UK about the importance of the British Heart Foundation’s research and that their donations save real lives.”
Production across audio visual and social for the campaign was led by Biscuit Filmworks x Revolver.