BHF reaches out to female hearts

Campaign: Angina Monologues
Client: British Heart Foundation (BHF)
PR team: In-house
Timescale: November 2010-March 2011
Budget: £11,500

Background

Heart disease is the single biggest killer of women in the UK. BHF wanted to run an awareness campaign so it created the Angina Monologues, a comedy night with Victoria Wood and other female comedians.

Objectives

- To drive visits to the Angina Monologues website.

- To boost Women and Heart Disease booklet downloads by 300 per cent.

Strategy

The comedy event took place in a West End theatre and was broadcast live to VUE cinemas across the UK. It was televised two weeks later on Sky 1. A nurse discussed heart health online after the TV broadcast.

BHF used the fact this was Wood's first stand-up show for ten years as a news hook in an exclusive with the Daily Mirror.

Measurement and evaluation

Coverage was generated across all media platforms including The Times, Mail on Sunday, The Sun, Loose Women, BBC Radio 5, Woman's Weekly and BBC Online.

Results

Over three months, the Angina Monologues website received 90,000 visits. Downloads of the Women and Heart Disease booklet increased by 450 per cent, with 820 downloaded in the six weeks around the live show, compared with just 144 pre-campaign.

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