BHF targets women with heart disease campaign

The British Heart Foundation (BHF) has called in The Red Consultancy to promote its first fundraising campaign around women and heart disease.

The charity wants to ensure women do not perceive heart disease as 'the bastion of men'.

The campaign kicks off during the charity's annual fundraising effort, Help a Heart Week (4-12 June). Red will highlight the statistic that during the 'week', which runs for nine days, 2,400 women will die of heart and circulatory disease.

'We want to highlight the fact that more women die of heart disease than breast cancer and raise awareness of preventative measures,' said BHF head of comms David Barker.

It is the first time in more than three years that the charity has brought in external PR support. Barker said he was looking to develop a long-term relationship with an agency for project work, and that this campaign would act as a test for Red, stressing: 'There is a possibility it might not work out.'

The charity is particularly focusing on the over-35s.

Case studies and details about how to obtain fundraising packs will be sent to national and regional media in a bid to gain coverage. Women's consumer magazines, charity trade press and medical professional publications are also being targeted.

Barker said the BHF deliberately approached agencies with the account brief only two weeks ago to put pressure on them to 'react quickly'.

Red won the account after a five-way pitch.

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