The power of putting real people and their experiences at the heart of your message. The British Heart Foundation's "England 'til I died" campaign by Saatchi and Saatchi shows what you can do with an authentic story and a strong vision.
A brand that is emotionally intelligent is a brand people want to follow, and using real stories of real people highlights that sentiment perfectly here. The campaign makes you want to find out more about the young people who tragically had their lives cut short due to heart disease.
The campaign also brings into sharp focus the power of well placed and considered OOH. Just 12 murals have been created, with each on the side of everyday homes. It highlights that cruel reality that you or a loved one may be the next unlucky person to succumb to this horrible disease. I'd wager they'll have more impact than your typical blanket media spend approach.
"England 'til I die" is a chant; a chorus about belonging. As with most chants, the words themselves take a back seat to the feeling they evoke. But, with a slight change to the phrasing, the British Heart Foundation makes words themselves resonate, making the campaign all the more impactful.
It made me donate and I hope the campaign raises a tonne of money.
Here's how you can donate to the BHF:
https://lnkd.in/egvMCi3u
Paul Meyler June 18th, in the morning
Inspiring campaign, I had the privilege of photographing the campaign for the British Heart Foundation.