Branded Moments of Truth (BMT) have developed a campaign called ‘Could it be you?’ on behalf of the East Lancashire Primary Care Trust to publicise the region’s biggest killer, coronary heart disease (CHD). The campaign follows hard on the heels of the ‘Know When to Say When’ alcohol awareness campaign and is part of the East Lancashire’s Primary Care Trust’s bid to ‘save a million years of life’ by 2011.
Hard hitting statistics such as ‘Every 12 hours someone in East Lancashire dies from heart disease’ will appear on advertising hoardings, on buses and in newspapers across the region from next week. Vivid images, including a small girl at her father’s funeral and a photograph of open-heart surgery are used to highlight the fact that heart disease is the no. 1 cause of early death in East Lancashire. A website, free phoneline and text number are publicized to provide free advice on how people can look after their hearts, stay healthy and live longer.
Additionally, the activity will be brought to life with some experiential activity which is in the form of a police incident unit, against the backdrop of the message that a ‘Serial killer’ (Heart Disease) is on the loose. This will be set up in town centres in the area throughout May to educate people about the factors that lead to heart disease.
Aidan Kirkpartick, a consultant in Public Health at the PCT said: “Coronary heart disease continues to be the largest single cause of death among the population of East Lancashire with 14 people each week dying from heart disease. There is a higher level of CHD deaths here than in the rest of England and Wales. We want to stop people dying from heart attacks and strokes by taking steps to decrease the risk.
“Most people know what they should be doing to live healthier lives but sometimes it takes shock tactics to make them take stock and take responsibility for their own good health.”
Advertising agency director, Simon Melville, commented: “This campaign is particularly shocking both in terms of the headlines and the images and I am sure we will get a reaction. But our local research told us that people needed shocking imagery to remind them of the high incidence of heart disease and of its potential consequences for their loved ones, particularly children. If this campaign brings it home to people that they can take responsibility for their own lifestyle, with positive results for their health, then it will be worth it.”
Bell Pottinger North is working alongside the PCT and BMT to provide
co-ordinated PR support.
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For further information contact Simon Melville at BMT on 020 7592 7520 or visit www.bmt.uk.com
