Children’s heart charity Tiny Tickers has delivered a unique Christmas lights show in London by hooking up the display to the heartbeat of two-year-old heart patient Billy.
The evocative Christmas campaign from Golin saw the Christmas lights of Seven Dials in Covent Garden driven by the heartbeat of young Billy to remind shoppers of the children with serious heart conditions.
With the experiential and subsequent creative, the charity hopes to drive donations. From a technical standpoint, the system was set up to manipulate the lights in time to Billy’s heartbeat.
The Twinkle Twinkle Little Heart campaign outlined the Transposition of the Great Arteries (TGA) heart condition which Billy has, where the two main blood vessels leaving the heart are swapped over. It affects 1 in 10,000 babies.
Billy’s mum commented on the activation: “Christmas is meant to be the happiest time of year but I think it’s very easy to forget that lots of families could be going through a really hard time – and sadly they don’t get to enjoy the holidays together.
“I really wanted to be involved in this idea because there’s been many Christmases where we’ve been in this situation – and I want other families to know they’re not alone. I think it’s really important to keep making noise and raising awareness about heart disease – but also make people aware of the wider impact it has on families. Most of all we just really want people to stop and think, because it could happen to them.
“Thankfully we have incredible support from charities such as Tiny Tickers – but the funding doesn’t magically appear, it relies on donations from the public. So I really hope this activation encourages people to donate – even if it’s just a small amount.”