To support the launch of its Help a Heart week, the British Heart Foundation challenged Red to devise an impactful photo story – and in particular, highlight how heart disease is increasingly a female health concern.

To dramatise the issue, Red created mock graveyards in five UK cities as focal point for media relations activity. Hundreds of heart-shaped headstones paid tribute to the 2,400 female loved ones who die every week as a result of heart and circulatory disease.

Coverage featured this chilling imagery alongside commentary from the charity’s patron Edwina Currie. The activity had a total audience reach of 38m, with 100% British Heart Foundation branding and a 1:1250 return on investment for every pound spent.