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Heart-broken: radio station’s ad breaks interrupted by cardiac charity

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By Amy Houston | Reporter

August 1, 2022 | 4 min read

The British Heart Foundation and PHD are abruptly interrupting the ad breaks on Heart Radio to raise awareness of the charity’s vital research.

BHF1

The British Heart Foundation’s audio ad will interrupt Heart Radio / PHD Media

The heartstopping campaign sees a day’s ads for Sainsbury’s, Admiral Insurance, Dunelm and more unexpectedly make way for the unmistakable sound of a beeping heart monitor that eventually flatlines.

“Genetic cardiomyopathies are unseen killers. Every week in the UK, 12 people under the age of 35 die of a sudden cardiac arrest, often caused by one of these inherited heart muscle diseases,” said Claire Sadler, chief marketing and fundraising officer at the British Heart Foundation.

“The partnership that PHD and Global have created for us is the perfect blend of message and medium that will grab attention and allow an important message to be delivered in an impactful, unexpected way at a national scale.”

In addition to PHD securing the participation of other brands across its client base, media and entertainment group Global also worked with Goodstuff Communications to secure advertisers to take part in the disruptive project.

“There are some great ideas that, on paper, look too difficult to pull off. This could have been one of them, but we’ve had the delight of working with a client and a media partner that aren’t fazed by making difficult things happen,” added Claire Bullock, business director at PHD.

“We’re looking forward to hearing weeks of hard work and collaboration come to life and grab listeners’ attention across the UK.”

Recently the British Heart Foundation has been awarded its largest research grant to date. CureHeart, a global collective of scientists from the UK, the US and Singapore, will receive £30m for its pioneering gene therapy technologies that could help silence or edit the faulty genes that cause inherited heart muscle diseases.

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