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The British Heart Foundation Funds Research From the Most Unexpected Ways

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MullenLowe launched the 'Swear Jar' campaign to show the impact of vascular dementia

The British Heart Foundation Funds Research From the Most Unexpected Ways

MullenLowe London has today launched a new campaign, ‘Swear Jar’, for the British Heart Foundation.

Vascular dementia causes emotional heartbreak, not just for the sufferer but also for those around them - including young family members. In MullenLowe London's ‘Swear Jar’ for the British Heart Foundation, we see a young boy, Billy, going to great lengths to try and get his family to swear by setting up a series of pranks around the house. After a visit to his grandad in a care home, we learn why Billy is acting up - to raise money for the British Heart Foundation through his swear jar.

The campaign aims to drive donations while communicating the scope of the British Heart Foundation’s research – that it extends beyond heart diseases to include multiple, and often connected, heart and circulatory conditions such as stroke and vascular dementia.

Swear Jar will also be supported by a multilayered social ad campaign. Firstly, the charity will release a series of behind-the-scenes films of Billy’s pranks on his family. Secondly, the British Heart Foundation will publish a campaign that further highlights the impact of vascular dementia by showing children who have experienced their grandparents’ decline at the hands of the illness.

Media is being handled by PHD and The Kite Factory and launches nationally today (14th February) across TV, cinema, VOD, social, OOH (48 sheets and six sheets) and DOOH.

Mark Elwood, executive creative director at MullenLowe Group UK said: “You can give people the statistics on vascular dementia, but it will never bring home the human impact of the disease: on the sufferer and those closest to them. We wanted to tell that story in a way that was impactful but, ultimately, hopeful.”

“Grandad in our campaign had two strokes and now sadly has vascular dementia – this story is unfortunately only too real and common.” said Carolan Davidge, director of marketing and engagement at the British Heart Foundation. “With this campaign we are continuing to talk about the breadth of the BHF’s research and the fact many heart and circulatory conditions are connected. We want people to understand just how valuable the BHF’s research is and that it’s only with their support we can continue to make life saving breakthroughs.”

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Agency: MullenLowe

Executive Creative Director: Mark Elwood

Creative Lead: Misha Newby

Senior Creative: Amber Casey

Account Director: Paul Wilde

Account Manager: Joe West

Account Executive: Giulietta Bateman

Chief Strategic Officer: Jo Arden

Strategists: Joe Cusack & Luke Stockil

TV Producer: Katie Colhoun

Creative Producer: Josh Burley

Designer: Elisabeth Bolzon

Digital Designer: Chris Davey

Production Company: Somesuch

Director: Nick Gordon

Director of Photography: Daniel Landin

Producer: Shion Hayasaka

Executive Producer: Scott O’Donnell

Production Manager: Charlie Lodder

Production Assistant: Georgia McClure

Production Designer: Marie Lanna

Costume Designer: Kate Forbes

1st AD: Simon Ashen

Editing house: Work Editorial

Editor: Jono Griffiths

Assistant Editor: Jamie Hodgson


EP: Ben Tomlin

Post production company: The Mill

Producer: Kirsty Ratcliff, Rebecca Pemberton

2D Lead Artist: James Pratt

2D Artist: Jonathan Freeman

Colourist: James Bamford

Sound + Music company: SoundTree

Sound design: Henning Knoepfel

Composer: Luis Almau

MD: Jay James


Music supervisor: Neil Athale

Stills Production company: We Are Another

Producer: Kiti Swannell

Photographer: Jason Hindley

British Heart Foundation

Director of Marketing & Engagement: Carolan Davidge

Director of Brand & Marketing: Tracey Bowden

Head of Brand Marketing: Harriet Foxwell

Brand Marketing Manager: Maya Wasilewska

Senior Brand Marketing Executive: Harriet Gorringe

Senior Brand Marketing Executive: Abigail McCleod

Interim Director of Legacies and Individual Giving: Kelly Maklowicz

Interim Head of Individual Giving: Helen Boddy

Categories: Charity, Corporate, Social and PSAs

MullenLowe Group UK, Fri, 14 Feb 2020 13:25:47 GMT