London agency AML Group has created a hard hitting film for Heart Research UK which aims to highlight the devastating impact heart disease can have on women, despite it being generally perceived as a male disease.

In its latest campaign, the charity points out that heart disease kills twice as many women in the UK as breast cancer, with a widespread lack of understanding and awareness around symptoms proving significant barriers to progress.

Promotional materials are set to be rolled out across TV, out-of-home, print, radio and social media, spearheaded by a powerfully subversive spot.

Based on an idea by AML Group’s executive creative director, Hugo Bone and created in partnership with creative studio Stink Films, the campaign will also feature voiceovers from actors Jodie Whittaker and Mark Strong.

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Commenting on the work, Bone said: “Heart disease kills 23,000 women in the UK every year – a truly shocking statistic. But just as shocking is that so few women know that.

“By reducing this message down to just two words, making it super simple, we hope to close the awareness gap forever – and save lives.”

Heart Research UK CEO, Kate Bratt-Farrar added: “This is a powerful campaign with a message that we all need to hear. Heart disease affects many women, and our role is to inform and to help women understand the signs and symptoms and to take action if something doesn’t feel right. We are immensely proud of this campaign – a brilliantly bold image that stays with you, a real call to action.”

This latest project is one of the agency’s first major pieces of work since it joined Selbey Anderson portfolio earlier this year.