Creative in association withGear Seven

Mullenlowe Launches Charitable Ad 'Coronavirus on Their Minds’ to Support BHF

Advertising Agency
London, UK
MullenLowe highlights the impact of Covid-19 on those affected by heart and circulatory conditions in new campaign for the British Heart Foundation
For those with conditions such as heart and circulatory diseases, Covid-19 poses a greater risk to their lives and therefore raises anxiety for themselves and their families. There are over seven million people in the UK living with these conditions, and no two people’s needs are exactly the same.

MullenLowe’s ‘Coronavirus on their minds’ spot follows a series of people (a concerned-looking woman baking, a pensive boy playing a video game, a worried man doing a crossword) during lockdown. The ad is appropriately set to a reworking of Kylie’s hit single 'Can’t Get You Out of My Head' to emphasise that while hobbies have provided a welcome distraction for many during the pandemic, some people can’t get away from the questions and concerns in their heads. It resolves with a voice-over explaining how those in need can call the BHF’s Heart Helpline and get information and support they need from a specialist nurse.

The campaign aims to drive donations to keep the helpline running while also communicating the support the British Heart Foundation is offering to people concerned about the impact of Covid-19 on heart and circulatory health. 

Due to Covid-19 restrictions, director Simon Rattigan was careful to ensure that he was complying with social distancing measures. While filming the spot, Simon used various safety measures including PPE equipment, two metres distancing and a long lens camera. He also used his family members and one of his neighbours as the cast.

Media is being handled by PHD, The Kite Factory and the BHF’s in-house digital team- launching nationally on the 16th May across TV, VOD and social.

Mark Elwood, executive creative director at MullenLowe said: “Most of us are dealing with worry and anxiety at the moment. But if you or a loved one has a heart and circulatory condition there may be questions you really can’t get off your mind. We wanted to find a way of dramatising this to show why the BHF’s support services are so important.” Carolan Davidge, director of marketing and engagement at the British Heart Foundation, added: “Coronavirus carries an increased risk of complications for those with heart and circulatory diseases. That’s why speaking to a specialist nurse, who can answer their  questions, can make such a difference to people’s  physical and mental wellbeing.”

With its 750 UK shops closed and fundraising events cancelled, such as its flagship London to Brighton bike ride, Covid-19 is estimated to be costing the BHF around £10 million a month. The charity is appealing to the public for support at this time so it can continue its vital services for patients and its life-saving medical research programmes.
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