BRITISH HEART FOUNDATION

There’s so much apathy towards the charity sector. People donate half-heartedly and this was hurting the BHF, whose business model depended entirely on people’s willingness to dig deep. 

We thought there was a story there. We wanted to inspire the Great British Public to not just give half-heartedly, but to give wholeheartedly. We created a campaign idea ‘Give all you’ve got’ and invented a fictional character called Sam. Sam has an epiphany when he has a heart attack and decides to give away all his worldly possessions. Viewers can visit the microsite and choose what he gives away next, thus becoming actively enrolled in the concept of giving it their all. This social concept was supported with OOH and print and won the pitch.

Social/Experiential/OOH.
Role: Freelance Senior Copywriter.
Agency: MullenLowe London