‘Til I died’: Saatchi & Saatchi and BHF honour young lives lost to heart disease


A touching mural from the British Heart Foundation, created by Saatchi & Saatchi, brings to light the young lives lost to heart disease ahead of the Euros this week.

The work, entitled ‘Til I Died’, is built on the insight that the nation is largely unaware of, the devastating effect of heart disease on young people and that it can strike regardless of age.

Launching across the UK from today, the campaign leads with 12 individual murals hand-painted by OOH production agency Grand Visual, reflecting the fact that 12 young lives are tragically lost to sudden cardiac death every single week in the UK.

Saatchi & Saatchi chief creative officer Franki Goodwin said: “There’s no words from me that can speak adequately for this work. It speaks for itself and for the twelve young lives lost to heart conditions each week.”

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Launching just days before the start of the Euros, the creative aims to highlight young people and their love for football at a time when the whole nation is excited to see England play.

The campaign will also extend across social and radio with bespoke executions highlighting the urgent need for funding to end heart disease.

Goodwin continued: “It speaks for itself and for the twelve young lives lost to heart conditions each week. Crafted sensitively and respectfully in partnership with our amazing clients and the families of our young people. A huge thank you to them… I hope we raise a ton of money to fund lifesaving research.”

British Heart Foundation director of brand Damion Mower added: “Our new campaign is a powerful reminder of the impact of sudden cardiac death. Behind every mural is a family who have lost a loved one too soon, and our teams at the BHF have worked closely and sensitively with them to ensure their relatives are remembered in a touching way.”

He thanked the Saatchi & Saatchi teams and “the families who have agreed to remember their loved ones to help us urgently raise awareness and funds towards research into heart and circulatory diseases”.


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