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February 9, 2009

Health charity goes live

A national field marketing campaign has been launched by the British Heart Foundation.
The three-week awareness-raising campaign, which went live this week, will support an innovative TV and web marketing programme launched by the charity in early January.
Entitled ‘Here It Is, Your Heart’, the TV advert shows a life-like beating heart moving in real-time. All activity will be designed to promote a greater understanding of what the charity does and the wide range of help and support available.
A specific objective for the field marketing exercise is to reach people with heart problems and their families, and to increase calls to the charity’s Heart HelpLine and visits to its website.
Promotional activity – including plasma screens showing the TV ad – will run in Asda supermarkets in four regions of the UK (north east and north west England, south Wales and central Scotland), all of which have higher than average incidence of heart disease.
Event Marketing Solutions (EMS), usually associated with roadshows, will be running the campaign, having secured the work following a competitive three-way pitch. The contract win follows EMS’ hugely successful roadshow campaign for the British Heart Foundation in 2008, in which free heart health checks were offered on board a custom-built vehicle at selected Asda stores in the North East.
“We were delighted with the results EMS delivered in the roadshow, and they impressed us again with their proposals for this new campaign,” said Nick Radmore, head of social marketing and brand at the British Heart Foundation.
“It will be a high-profile exercise that will allow us to measure the impact of retailer-based field marketing to drive people to contact the charity for support and guidance.”
Commenting on winning the contract, Justin Isles, account director at EMS, said: “We are delighted to extend our relationship with the British Heart Foundation with this new project.
“Unlike the roadshow, which delivered a very personal experience, the new campaign will focus on creating as much noise and awareness as possible to large groups of time-poor shoppers.”

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