The British Heart Foundation’s “Til I Died” Campaign

  • By Nick Welbourn
  • On June 18, 2024

Saatchi & Saatchi have unveiled a powerful nationwide campaign for the British Heart Foundation (BHF), commemorating the lives of 12 young football fans whose lives were tragically ended by heart disease. You can explore the details of this moving campaign here.

The campaign, titled “Til I Died,” cleverly plays on the familiar football chant while highlighting the incredible services that BHF provides. It aims to raise awareness of the devastating impact heart disease can have on young people, challenging the common perception that heart disease only affects the elderly or unfit. For more information on how BHF is working to combat heart disease and how you can help, visit their campaign page here.

Each of the twelve young individuals commemorated had their own hopes and dreams for the future, which were tragically cut short. This campaign brings their stories to the forefront, emphasising that heart disease can strike anyone, regardless of age or fitness level.

Saatchi & Saatchi have chosen an innovative approach to media placement for this campaign. Using large murals painted on buildings within urban landscapes, they create a striking visual impact that captures the energy and passion of each individual. This form of guerrilla advertising is becoming a strong alternative to traditional billboard formats, and the images are both striking and poignant.

The timing of this campaign is key, as it was released just a week before the country enters EURO 2024, ensuring maximum visibility and engagement. By leveraging the nation’s football fever, the BHF aims to shift perceptions and raise crucial awareness about heart disease.

For a closer look at the creative process behind this campaign, visit Saatchi & Saatchi’s project page.

While I do not have permission to use the images, I believe this is a remarkable piece of design that merits recognition. Each of the 12 campaigns carries a powerful personal message, effectively conveyed through the excellent choice of mural art. Designers should follow Saatchi & Saatchi on their social media channels, as they consistently lead the way in the creative industry.


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