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Campaign: Mending Broken Hearts
Client: British Heart Foundation WPP company: Grey, London
Once a heart’s muscles are damaged by a heart attack, it can never fully recover. The British Heart Foundation (BHF) is at the beginning of a major new research program looking into the astonishing healing abilities of zebra fish in a hope to find a cure for heart failure, a condition affecting 750,000 people in the UK.
In 2011, Grey launched ‘Mending Broken Hearts’, an awareness campaign to raise support for the £50 million research program and educate the public on heart failure.
The campaign featured two characters, a sufferer and a talking zebra fish, illustrating both the devastating consequences of heart disease and how research into zebra fish offers hope for the future.
In the first week alone the BHF had more than 500 donor package requests. The campaign reached six in 10 people in the UK, generated more than 1,000 new donors and increased average donor donations from £8 to £14.