The British Heart Foundation (BHF) has today unveiled a TV-led omnichannel campaign to raise awareness of the vital importance of heart health.

Created in partnership with London agency Saatchi & Saatchi, ‘The Greatest Treasure’ is centred around a powerful 60-second spot that communicates the crucial role that the charity plays in researching and developing the latest innovations in treatment.

Forming part of the BHF’s ongoing ‘This is Science’ creative platform, the campaign positions the charity as a frontline agent in the fight against heart disease.

“It was exciting to collaborate with Saatchi & Saatchi on such an ambitious and creative project as they support us in helping people reconnect with the preciousness of their hearts and our vital work,” British Heart Foundation chief marketing and fundraising officer, Claire Sadler said.

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“Central to our hero’s journey is the theme of discovery, which runs through the campaign – echoing the crucial work of our scientists. From discovering undetected heart conditions to finding new ways to understand the heart more deeply, the work highlights how BHF funded research results in breakthroughs that can save and transform people’s lives.”

Running across TV, video-on-demand and below the line, the hero film will additionally be supported by a series of executions across digital and social.

Saatchi & Saatchi chief creative officer, Franki Goodwin added: “For this year’s brand campaign we wanted to connect people to the power and fragility of their own hearts.

“By creating a parallel between the personal discovery of the myriad ways our hearts serve us throughout our lives, and the vital research the BHF do that can then save those that go wrong, we hope we’ve shown through this campaign that our greatest treasure is truly within our chest, and there’s more to discover through donations.”