We all are…

In the run up to 2020, the BHF put huge resources into their science R&D and discovered that air pollution does in fact impact people with heart disease, or related heart conditions. They proved, in lengthy scientific papers, in collaboration with healthcare services and recognised bodies, that with the UK shifting away from EU legislation on air pollution levels – the people of the UK would potentially come to be in harms way.

To bring focus to this, they wanted to reach government with a huge statement – one that would capture attention through media, OOH, national press, html5 digital banners and social content, in a huge awareness campaign. The ‘You’re full of it’ campaign would be disruptive and jarring, giving ample opportunity to tweak simple copy to reach new audiences – such as ‘Boris is full of it’. The campaign suggested that we’re already suffering the effects of being full of pollution that appears in our blood streams.

Additionally, they wanted a way for people to be able to raise this to their local governments – to give people the chance to voice their concerns, to challenge this new direction in legislation. This led to the creation of a campaign page on the BHF.com, which gave visitors a chance to sign a petition, and digitally sign a letter which could be sent on to a local MP in their constituency.

In early 2020, the campaign launched with huge PR, making press and reaching millions of people while gaining huge traction and making a real statement.

The purely typographic concept would be photographed to give the appearance of dirt – ‘You’re full of it’ as a lead creative would then need heavy photoshop retouching to create the alphabet in both lower and uppercase, so that new phrases and statements could be created quickly for application in both print and digital.

The assets included ad bookends in national press, digital display formats such as home page take overs, underground OOH, digital OOH across the country on bus stops and large format display, huge take overs at waterloo with a cover wrap of the Metro, which was handed out to thousands of people on the campaign launch day.

In addition, a script and film treatment was created that would use the BHFs listed talent, such as Jose Mourinho and Ed Sheeran, proposed to be shot in black and white for dramatic effect.

Subsequent campaign budgets were sadly pulled, while the BHF pivoted to covid research to better understand its impact on heart conditions and how the corona virus would come to impact health generally. This meant a steer away from the campaign during a crucial time in its delivery.

Personally, its success was a test bed for the agency – as this campaign would be how we would then be measured up, for a chance to win a rostered position with the BHF for social and campaign content. The success of the campaign meant that we won that position, leading to leading ‘The Circuit’, a campaign that would come to literally save real peoples lives.