With the launch of theUEFA Euros 2024 and its players grabbing attention, Saatchi & Saatchi UK has launched new work with British Heart Foundation (BHF) that commemorates the lives of 12 young football fans whose lives were ended by heart disease. The work marks a broader campaign to emphasise the critical need for heart research funding by spotlighting the unfulfilled dreams and aspirations of those affected.
The campaign, ‘Til I Died, is built on the insight that the nation is largely unaware of the devastating effect heart disease has on young people, and aims to shift perception of heart disease and raise awareness that it can strike anybody regardless of age. The UK campaign leads with 12 individual murals hand painted by OOH production agency, Grand Visual.
The murals are located in the hometowns of the 12 football fans, and have been painted in Birmingham, Cardiff, Chesterfield, Edinburgh, Glasgow, London, Newcastle, Nottingham, and Southampton. Saatchi and Saatchi worked with media agency, PHD, and Grand Visual to secure the purchase of the 12 mural locations. The campaign will also extend across social and radio with executions highlighting the urgency of research funding to end heart disease.
The choice to honour 12 individuals stemmed from the insight that 12 young lives are tragically lost to sudden cardiac death every single week in the UK. Each of the young people depicted, all passionate football fans, had their promising futures cut short, leaving behind shattered dreams and unfulfilled aspirations ‘Til They Died.
Damion Mower, director of brand at British Heart Foundation (BHF), stated, “Our new campaign is a powerful reminder of the impact of sudden cardiac death. Behind every mural is a family who have lost a loved one too soon, and our teams at the BHF have worked closely and sensitively with them to ensure their relatives are remembered in a touching way. We thank our creative partners at Saatchi for their sensitivity and care in portraying the stories through the campaign creatives. We are truly thankful to the families who have agreed to remember their loved ones to help us urgently raise awareness and funds towards research into heart and circulatory diseases.”
Franki Goodwin, chief creative officer, Saatchi & Saatchi, added, “There are no words from me that can speak adequately for this work. It speaks for itself and for the twelve young lives lost to heart conditions each week. Crafted sensitively and respectfully in partnership with our amazing clients and the families of our young people. A huge thank you to them… I hope we raise a ton of money to fund lifesaving research.”
The work was created by Pete Ioulianou and Ollie Agius. Media was handled by PHD.
Credits
Client: British Heart Foundation
CCO: Franki Goodwin
Associate Creative Director: Mia Silverman
Senior Creatives: Henrik Ridderheim, Pete Ioulianou & Ollie Agius
Head of Strategy: Emily Lewis-Keane
Planning Director: Jimmy Macaskill
Managing Partner: Humphrey Taylor
Business Lead: Charlotte Elwig
Account Director: Zara Hutchins
Account Manager: Tamara Sirandula
Executive Production Director: Sam Robinson
Agency Producer: Joe Revens
Media Buying Agency: PHD
Client Partner: Claire Bullock
Business Director: Laura Farmar
OOH Production Agency: Grand Visual
Senior Client Manager: Georgia Hamp
Producer: Jamie Snow
