British Heart Foundation - Heartmark

Heart disease affects more than just survivors. We wanted to create an empowering campaign for both survivors, the family and friends involved and the donors themselves. ​Inspired by the advert SickKids vs: Undeniable, created by Cossett. We wanted to bring pride to the scares we get given from heart disease.  ​To roll out this campaign, we partnered with Instagram to develop the HeartMark, similar to a verification tick, this allows BHF to move into the digital age and allows donors to wear their badge on their feed.  We then created direct mail with NFC interactive, this introduces the HeartMark and brings the stories of participants to life in an empowered way. Active donors would be placed into a series of reward opportunities, including the invitation to a fashion show that we created celebrating our scars.