British Heart Foundation links up with Coronation Street for ad campaign
The British Heart Foundation is to run a series of ads for its helpline during an episode of Coronation Street in which the character Audrey Roberts has a heart attack.
ITV said that the charity did not influence the storyline and will not appear within the show itself.
Online and social media activity and in-store images of ‘Audrey’ will also feature in the campaign.
“Heart disease is the single biggest killer of women in the UK but many don’t realise this,” said Nick Radmore, head of marketing at the British Heart Foundation.
“Working with ITV provides an exciting and innovative opportunity to reach millions of viewers across the UK with a life-saving message. We’re hoping that people will be moved by Audrey’s story and give our heart nurses a call to chat about their own real-life concerns.”
According to Neil Bonley, account sales manager at ITV, the partnership with the British Heart Foundation demonstrates how the station can innovate around the traditional model of brand building on TV, with a focus on maximising impact through new ways of integration with its programme brands.