British Heart Foundation

Raising awareness to help save lives

Campaign identity
Campaign assets
Campaign activation
Editorial design
Art direction
Illustrations
Tone of voice

Client

Founded in 1961, the British Heart Foundation (BHF) is the UK’s leading charity dedicated to fighting heart and circulatory diseases.

Brief

As well as fighting to end heart disease, the charity is the biggest independent funder of cardiovascular research in the UK. It undertakes a nationwide programme of activities to inform the public of the dangers of heart disease, and what they can do to prevent it. The British Heart Foundation asked Rose to create a campaign identity and public awareness campaign, encouraging people to spare a fraction of their day to potentially save their own lives. The intention of the nationwide campaign was to focus on a series of bite-sized publications to increase the understanding and awareness of healthy living, through a simple 7 day challenge – in just 10 minutes.

Solution

Rose created the brand campaign for BHF, entitled ‘Ten minutes to change your life’.

The campaign content was drawn from government recommendations encouraging adults to be active daily, to help lower the risk of heart disease, stroke, and other related conditions. The booklets needed to sit in densely populated leaflet displays in doctor's surgeries, to encourage patients to read and engage with activities. Rose recognised the need to create a strong visual solution, to stand out from the myriad of other communications vying for attention in GP Practises and Medical Centres. Ultimately, the solution needed to encourage the public to pick-up the booklets and digest the information. To illustrate how short 10 minutes actually is, Rose developed a graphic clock device as an icon used consistently throughout the campaign identity. For each topic, Rose also created a bespoke subject-relevant illustration, in a bold and playful graphic style, to build a series of bite-sized publications to increase the understanding and awareness of healthy living.

Result

The initial run of the ‘10 minutes to change your life’ series (covering smoking cessation, getting active, healthy eating and stress reduction) was so well received, BHF commissioned several additional publications, including high blood pressure, diabetes and cholesterol, to expand the series to better meet public need.

The recognition and reach the series achieved – delivering millions of copies into the hands of those at risk – led to BHF establishing a partnership with Tesco distributing the series at point-of-sale across their stores nationwide.

In addition to its success as essential public health communications, the project also won Rose several international creative awards.