BHF’s ‘Boy’ from MullenLowe shows scope of heart research

The new campaign by MullenLowe for the British Heart Foundation (BHF) ‘Boy’ follows on from the ‘Beat Heartbreak Forever’ campaign launched last year. An enthusiastic young boy is shown joining the dots between hearts, blood flow and health issues faced by his family. The tagline “Our research starts with the heart, but it doesn’t stop there” aims to communicate the scope of the BHF’s research – extending beyond heart diseases to include other heart and circulatory diseases such as strokes and vascular dementia.

The campaign also features a glow in the dark poster of the heart and circulatory system, freely available through the BHF website. Which will make a change from the usual bedroom adornments.

BHF director of marketing & engagement Carolan Davidge says: “We wanted to bring the wonder and importance of the heart and circulatory system to life in a memorable way. We hope that by using the words and warmth of a child – plus an amazing glow in the dark poster – we’ve done just this.

“We hope that people are left in no doubt of the importance of our work to keep hearts beating and blood flowing.”

There you are then, plenty of joined-up thinking: what you expect from MullenLowe these days.

Decent ad too and pleasingly positive for a charity.

MAA creative scale: 8.

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About Stephen Foster

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Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.

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