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The British Heart Foundation partners with Channel 4 to create 24 Hours in A&E: Heart Special

By The Drum Network, Staff Writer

March 20, 2020 | 3 min read

The British Heart Foundation has worked with Channel 4 to bring viewers a specially commissioned episode of its long-running peak time show, '24 Hours in A&E'.

24 Hours in A&E: Heart Special will air on Channel 4 on Friday 20th March at 8pm and will revisit the stories of three people who previously appeared in the award-winning series when admitted to A&E with serious heart and circulatory conditions.

Harriet Foxwell, head of brand marketing at the British Heart Foundation said: “This one-off episode presents a great opportunity, through an incredibly popular programme, to help make clear the link between the pioneering research the British Heart Foundation funds and the lifesaving cures and treatments people receive every day.

“We hope the programme will inspire more support for our research to beat heartbreak forever.”

Planned and executed by Channel 4, the British Heart Foundation and PHD’s Partnerships team, and produced by The Garden, the 24 Hours in A&E Heart Special, will also see three special contextual ads run in each ad break. These ads will feature people from the programme continuing their stories into the ad breaks, highlighting the importance of the research carried out by the British Heart Foundation in helping to keep loved ones together, before concluding with a direct call for donations.

Tom Rovery, partnerships account director at PHD said: “In helping to drive valuable support for charity’s lifesaving research, we know that the work we do with the British Heart Foundation has the power to change people’s lives. The Heart Special means we can help tell the story in a unique, emotive and ultimately engaging way. Channel 4 brought their extensive knowledge of programme making to bear and combined this with the opportunities and requirements of the British Heart Foundation. The result is a collaboration we are all proud of, which we can’t wait to see on air.”

Simon Wells, partnership controller, 4Sales said: “We’re really proud to have partnered with the British Heart Foundation for this unique episode of Channel 4’s much-loved 24 Hours in A&E. Together with the bespoke contextual ad campaign the activity aims to raise awareness and increase support for the charity’s important research, while informing and entertaining our viewers. This is a fantastic example of how advertisers can benefit from TV’s reach and impact using Branded Entertainment as an effective marketing proposition.”


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