Commemorating Lost Dreams
As the UEFA Euros 2024 approach, the British Heart Foundation (BHF) has unveiled a poignant campaign to spotlight the devastating impact of heart disease on young people. Created by Saatchi & Saatchi, the ‘Til I Died’ campaign honours the lives of 12 young football fans who tragically succumbed to heart disease, aiming to raise awareness and challenge the misconception that heart disease only affects the elderly.
The Power of Murals
Central to the campaign are 12 murals, meticulously hand-painted by OOH production agency Grand Visual. These artworks are strategically placed in the hometowns of the young fans, spanning Birmingham, Cardiff, Chesterfield, Edinburgh, Glasgow, London, Newcastle, Nottingham, and Southampton. Each mural depicts a young football fan whose promising future was cut short, highlighting their love for the sport and the tragedy of their unfulfilled aspirations.
Damion Mower, BHF’s Director of Brand, emphasized the personal touch behind each mural: “Behind every mural is a family who have lost a loved one too soon. Our teams at the BHF have worked closely and sensitively with them to ensure their relatives are remembered in a touching way.”
A Timely Launch
By launching just days before the start of the Euros, the BHF aims to capture the nation’s attention when football fever is at its peak. This timing underscores the connection between the campaign’s subjects and their passion for football, making the message more resonant. The campaign’s emotional weight is expected to strike a chord with football fans across the UK, prompting a deeper awareness of heart disease’s indiscriminate nature.
Franki Goodwin, Saatchi & Saatchi’s Chief Creative Officer, highlighted the collaborative effort behind the campaign: “Crafted sensitively and respectfully in partnership with our amazing clients and the families of our young people, this campaign speaks for itself and for the twelve young lives lost to heart conditions each week.”
Extending the Message
Beyond the murals, the ‘Til I Died’ campaign extends to social media and radio, with bespoke executions designed to underline the urgent need for funding to combat heart disease. Media agency PHD played a crucial role in securing the mural locations and coordinating the broader media strategy, ensuring the campaign’s message reaches a wide audience.
Raising Awareness and Funds
The choice to honour 12 individuals was driven by the sobering statistic that 12 young lives are lost to sudden cardiac death every week in the UK. By personalising these numbers and telling the stories of real young people, the BHF hopes to drive home the urgent need for research funding.
Mower added: “We thank our creative partners at Saatchi & 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.”
A Call to Action
The ‘Til I Died’ campaign serves as a powerful reminder of the unexpected reach of heart disease and the urgent need for continued research and funding. As the nation gears up for the excitement of the Euros, the BHF’s campaign calls on football fans and the public alike to support their mission in preventing further tragic losses.
Goodwin concluded: “I hope we raise a ton of money to fund lifesaving research. This campaign not only honours the memories of these young football fans but also aims to save future lives through increased awareness and funding for heart disease research.”
Source: https://www.bhf.org.uk/how-you-can-help/support-our-campaigns/until-i-died
