British Heart Foundation – Heart Strategy

BACKGROUND

New data analysis from the British Heart Foundation revealed a troubling trend: after decades of progress in reducing annual deaths from heart attack, stroke, and related conditions, the number of under-65s dying from heart problems has risen since 2020. This marks the first sustained increase in at least a generation. In response, the charity launched its new Heart Strategy, aiming to reverse this worrying shift.

OUR THINKING

With powerful case studies of people who had lost loved ones prematurely to heart disease, and a strong line-up of British Heart Foundation spokespeople across the UK — including the charity’s CEO and Chief Medical Officer — our strategy centred on engaging broadcasters with relevant touchpoints in the lead-up to the Heart Strategy launch.

Using the latest NHS data, we highlighted the rise in premature deaths from heart and circulatory diseases, heart failure, diabetes, and obesity among working-age adults. By breaking this down to the Integrated Care Board (ICB) level, the team produced hyper-local insights that appealed directly to regional newsrooms and programming teams. This approach not only enhanced relevance but also helped broadcasters meet Ofcom’s local news requirements.

RESULTS

Unsurprisingly, the story resonated widely, securing coverage across more than 60 broadcasters, including ITV, BBC News, BBC Radio 5 Live, and across the Greatest Hits and Heart networks. Following the initial buzz, the campaign gained momentum organically, with features appearing on ITV’s Good Morning Britain, BBC Morning Live, and many other outlets in the days after the launch.