{"id":70262,"date":"2014-10-28T08:32:24","date_gmt":"2014-10-28T08:32:24","guid":{"rendered":"https:\/\/www.strattoncraig.com\/insight\/ad-of-the-week-bhf\/"},"modified":"2014-10-28T08:32:24","modified_gmt":"2014-10-28T08:32:24","slug":"ad-of-the-week-bhf","status":"publish","type":"post","link":"https:\/\/www.strattoncraig.com\/us\/insight\/ad-of-the-week-bhf\/","title":{"rendered":"Ad of the Week &#8211; British Heart Foundation"},"content":{"rendered":"<p>Public awareness campaigns, and particularly those relating to health, face a big challenge when attempting to reach and engage with a wide audience. It\u2019s something the British Heart Foundation has approached head on in its latest \u2018Call Push Rescue\u2019 slot, and we think they\u2019ve done so effectively.<br \/>\nBritain\u2019s leading heart charity hopes to appeal to a younger audience, and takes an uncomplicated approach to do so in a video posted on its <a href=\"https:\/\/www.youtube.com\/user\/BritishHeartFound\" target=\"_blank\" rel=\"noopener\">YouTube account<\/a>. It takes the familiar acronym for cardiopulmonary resuscitation &#8211; CPR &#8211; and tailors it to represent the three steps you should take when helping someone experiencing heart failure.<br \/>\nIn the video, the young female lead introduces these steps: \u201cWhat it\u2019s reminding you to do is call, push, rescue. Call 999, push on the chest and give rescue breaths\u201d. Our young male co-lead then demonstrates the specific steps to take, before both end the slot with the encouraging close: \u201cwe really want you to feel confident about getting involved. Because the worst thing you can do is nothing.\u201d<br \/>\nThe video \u2013 a trailer for a wider campaign \u2013 has a different feel to promotions released by healthcare bodies in the past. It shares similarities with the government\u2019s stroke prevention campaign which revolved around recognising the symptoms and taking action, using the acronym FAST as a prompt. This had a far more serious tone, and used visuals of an individual experiencing a stroke to anchor the knowledge of what to do in the viewer\u2019s mind.<br \/>\nThe British Heart Foundation instead has a positive <a href=\"https:\/\/www.strattoncraig.com\/services\/tone-of-voice\/\" target=\"_blank\" rel=\"noopener\">tone of voice<\/a>, choosing not to use negative emotions as a vehicle to engage with the audience. It\u2019s seen through the tagline \u2018help create a nation of lifesavers\u2019, which encourages the viewer to become involved with a worthwhile cause. It\u2019s also appropriate for the audience, as the foundation hopes to reach a broad spectrum, from school children to adults.<br \/>\nThe campaign is a far cry from the public information films released during the past decades, which for some are remembered for the fear they summoned rather than the information they provided.<br \/>\nNew generations mean new engagement tactics, and understanding these changing audiences is key to the success of any creative work. We know how to gain this understanding, and you can <a href=\"https:\/\/www.strattoncraig.com\/contact-us\/\" target=\"_blank\" rel=\"noopener\">talk to us about it today<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Public awareness campaigns, and particularly those relating to health, face a big challenge when attempting to reach and engage with a wide audience. It\u2019s something the British Heart Foundation has approached head on in its latest \u2018Call Push Rescue\u2019 slot, and we think they\u2019ve done so effectively. Britain\u2019s leading heart charity hopes to appeal to [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[314],"tags":[],"class_list":["post-70262","post","type-post","status-publish","format-standard","hentry","category-copywriting-us"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Ad of the Week - British Heart Foundation - Stratton Craig - Global Copywriting &amp; Content Strategy Agency<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.strattoncraig.com\/us\/insight\/ad-of-the-week-bhf\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Ad of the Week - British Heart Foundation - Stratton Craig - Global Copywriting &amp; Content Strategy Agency\" \/>\n<meta property=\"og:description\" content=\"Public awareness campaigns, and particularly those relating to health, face a big challenge when attempting to reach and engage with a wide audience. 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