Cardiac Risk in the Young launches debut campaign to raise awareness of undiagnosed heart conditions
Cardiac Risk in the Young (CRY), a national charity which raises awareness of sudden cardiac deaths in young people as the result of undiagnosed heart conditions, has unveiled its first advertising campaign at a Parliamentary reception at the House of Commons.
Created by BBH London, the film follows a teenage boy on the rugby pitch suddenly collapsing in the field, mirroring the experience of many bereaved parents who have turned to CRY for support.
The film was made by BBH London associate producer David Lynch, who was awarded £10k to produce the film through the agency’s charitable grants scheme.
“This has been a particularly emotive and rewarding campaign to work on. Once we began production, it became clear that so many of the people who helped us had also been affected – or knew someone who had been affected – in some way,” explained Lynch.
“We know the ad is very high impact but we felt we had a responsibility to make it as “realistic” as possible to ensure CRY’s messages were delivered powerfully and effectively. Sudden cardiac deaths happen so fast and come from nowhere. This film is less of a ‘tug at your heartstrings’ and more of a ‘smack in the face’, which works given the nature of the undiagnosed illness.”
The campaign aims to emphasise the importance for cardiac screening amongst young people and the need for unexplained symptoms to be explored as every week in the UK 12, apparently fit and healthy young people, die suddenly from previously undiagnosed heart conditions.
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