A powerful new ad from the British Heart Foundation (BHF) recreates the stories of real individuals who have benefited from science research, as well as someone who could, to underline how donations have the power to change lives.
The TV spot, directed by Biscuit's Ben Strebel for Saatchi & Saatchi London, is narrated by actor Cillian Murphy. It starts off by showing us people who are only alive today thanks to medical breakthroughs: a child going off to school, we're told was a "scientific hypothesis," as we see a a CGI visual of the 3D printed heart that was used to guide his surgery. In addition, a young woman performing on a stage was a "clinical study" and an older man walking in a a forest was "a ground-breaking innovation" thanks to research funded by public donations.
However, the final case study is a more poignant one; a young female soccer player collapses on the field, and the ad ends with her mother sitting helplessly by her bedside, as we're told that the "breakthrough that could cure her is closer than ever." The ad closes with Murphy's voiceover urging us to "Donate now to turn Science Fiction into Reality."
The campaign will be further amplified by emotive videos and images, promoted on organic and paid social channels, telling the stories of real people who have benefited from BHF discoveries or are still waiting for the next breakthrough.
It's the first work for the charity from Saatchi, which won the account in June last year after BHF brought together its fundraising, marketing and communications into one single agency.
“The BHF has been making the impossible a reality for more than 60 years," said Guillermo Vega, chief creative officer at Saatchi & Saatchi. "But with heart and circulatory diseases still causing a quarter of all deaths in the U.K., this campaign is a rallying call to ignite the nation to engage with the BHF and their mission. Using real stories, we wanted to celebrate the amazing innovations that are changing lives and showcase the ground-breaking developments that, without BHF funding and continued public support, will remain science fiction.”