BHF - Coronavirus on their minds

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MullenLowe has launched a new campaign, ‘Coronavirus on their minds’, for the British Heart Foundation.

For those with conditions such as heart and circulatory diseases, COVID-19 poses a greater risk to their lives and therefore raises anxiety for themselves and their families. There are over 7 million people in the UK living with these conditions, and no two people’s needs are exactly the same.

The ad is appropriately set to a reworking of Kylie’s hit single “Can’t Get You Out of My Head’ to emphasize that while hobbies have provided a welcome distraction for many during the pandemic, some people can’t get away from the questions and concerns in their heads. It resolves with a voice-over explaining how those in need can call the BHF’s Heart Helpline and get information and support they need from a specialist nurse.

The campaign aims to drive donations to keep the helpline running while also communicating the support the British Heart Foundation is offering to people concerned about the impact of Covid-19 on heart and circulatory health.  

Due to COVID-19 restrictions, director Simon Rattigan was careful to ensure that he was complying with social distancing measures. While filming the spot, Simon used various safety measures including PPE equipment, 2 metres distancing and a long lens camera. He also used his family members and one of his neighbours as the cast.

Media is being handled by PHD, The Kite Factory and the BHF’s in-house digital team- launching nationally tomorrow (16th May) across TV, VOD and social.

MullenLowe Group UK

We work with some of the world's most innovative marketers; clients who think like challengers. And so do we. Our integrated approach involves a communion of our best talent with wit and charisma from every discipline. From brand planning to creative campaign development, customer experience to sustainability and purpose communications, media planning and buying to agile production. This approach ensures we deliver ideas that maximise the opportunity for the brand as a whole, never just one channel. We are part of a global network of distinctive agencies, rich in local culture with both intimacy and scale, providing a full service offering with a depth of resources across the globe in 90+ offices and in 65+ markets.