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British Heart Foundation
Bag it. Beat it.
The client’s challenge
Heart disease was perceived as a condition for people with unhealthy lifestyles (the overweight and the unfit). So we were losing out to other charities on clothing donations. In fact, anyone can be affected - thousands of children are born every year with congenital heart disease.
The idea
To shift these perceptions, we positioned these children as real-life ‘little heroes’, across a high-impact combination of channels. We told a compelling story with a strong, engaging human interest, changing forever the way people thought about heart disease.
The results
We smashed our demanding target of 1 million bags of donated items - with a total of 1,168,474.
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