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British Heart Foundation uses real patients in new campaign

LONDON - The British Heart Foundation (BHF) is launching an ad campaign to mark National Heart Month in February.

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The above-the-line campaign, by Grey London, features first-person testimonies by individuals suffering with heart disease, as well as friends and family members.

In the series of eight TV ads, directed by Saul Dibb, director of the feature film 'The Duchess', viewers will see four heart patients and four family members sitting in silence, while a voiceover recorded they have recorded plays in the background. The ads will be shown in pairs over a four-week period from today (18 January).

This is the first occasion the charity has used real people in its ad campaigns. Previous headline-grabbing ads by the BHF have included the controversial two-minute ad 'Watch your own heart attack', which aired in August 2008.

Nick Radmore, head of social marketing and brand, BHF, said: "The power of the people's story, and the raw emotion they show is much stronger than any actor could have given us."

Media planning and buying for the campaign was by PHD.

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