British Heart Foundation/ BHF Promo, Case study THE ANGINA MONOLOGUES by PHD London

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Industry Charities, Foundations, Volunteers, Public Safety, Health & Hygiene
Media Promo & PR, Case study
Market United Kingdom
Agency PHD London
Executive Creative Director Nils Leonard
Released December 2010

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Date of First Appearance: Dec 3 2010
Entrant Company: PHD, London, UNITED KINGDOM
Executive Producer: Simon Wells (Drum PHD)
Content Planner: Mark Rivers (Drum PHD)
Media Director: Jo Williams (PHD)
Media Group Manager: Suneil Saraf (PHD)
Media Manager: Asher Burrell (PHD)
Executive Creative Director: Nils Leonard (Grey London)
: Vicky Maguire (Grey London)
Media placement: Event - Haymarket Theatre - 3rd December 2010
Media placement: Cinema simulcast - Vue Cinema chain - 3rd December 2010
Media placement: Event Broadcast - Sky 1 Programming - 21st Dec 2010
Media placement: Event Broadcast - Sky 1 Programming - 25th Dec 2010
Media placement: Front cover Tip-On DVD - Woman's Weekly - 29th March 2010

Insights, Strategy & the Idea
Heart disease is the single biggest killer of women in the UK. To put it in context women are 3 times more likely to die from heart disease than breast cancer.
But the threat of heart disease simply wasn’t engrained among women. Only 11% were concerned about it. Heart disease is a male thing isn’t it? How do you push the issue of female heart disease onto the agenda?
Our insight was that other women were surprisingly and disproportionately influential when it came to female health matters. Health concerns were openly shared with family and friends who, often with the aid of a Google search, were able to play the role of confidante and advisor.
Put simply women listened to other women.
So we needed to make heart disease an issue that women were talking to women about...

Creative Execution
The Angina Monologues - Britain’s funniest women tackling heart disease one laugh at a time.

Driven by the old adage that “laughter is contagious” we staged a live London show with the UK’s most loved female comedians using stand-up, sketches and songs to explore affairs of the heart; linking back to the very clear message about heart disease – a message that extensive press reviews picked up on, while lavishing praise on the show.

To further amplify BHF’s voice we also produced a TV broadcast of the event which we ran on Sky 1 and ran shorter content clips across digital and social networks.

Finally, to take our message to an older audience 440,000 DVDs of the show, featuring new unseen footage and exclusive interviews with the comedians were distributed with the Mother’s Day issue of Woman’s Weekly magazine. Sky1 also repeated the show on Mother’s Day itself.

Results and Effectiveness
TV broadcasts attracted over 1.3m viewers
Online content distribution generated a further 3.1m impacts
Campaign achieved £1.5m worth of PR coverage.
But ultimately success is measured in the increase in women’s awareness of heart disease.
- A 44% increase in agreement that heart disease was the biggest killer of women means there are 2.3m more women now actively thinking about their heart health
- BHF saw a fivefold increase in the number of ‘Women & Heart Disease’ booklets requested and distributed during the campaign period
- 1 in 20 women have since consulted their GP about heart disease