Saatchi & Saatchi launches campaign for heart disease research

Saatchi & Saatchi. I got a BONE to pick with y'all.

Because how are you out here making me cry with billboards that aren’t even in my own damn country!!??

If it weren’t for the totally incredible cause, messaging and art direction, I would be pissed.

But alas, I cannot be. Because this is one of the most heart-warming and well-executed campaigns I’ve seen in a while.

‘Til I Died’ is set to kick off today (15 June).

The British Heart Foundation and Saatchi & Saatchi came together to create this campaign. It honours the lives of young football fans who have passed away too soon from heart disease.

And it cleverly taps into the vernacular of football fans. The poignant campaign is named after the soccer terrace chant 'England ‘til I die,’ where patrons declare their unwavering allegiance to the England team. Its aim is to build awareness around the devastating effects of heart disease on youth.

Launching just days ahead of the Men’s Euro 2024 tournament, the campaign centres around 12 OOH displays in towns and cities across Scotland, England and Wales. Each one is dedicated to a young football fan who has died from heart disease in their hometowns.

'Our new campaign is a powerful reminder of the impact of sudden cardiac death,' says Damion Mower, director of brand at British Heart Foundation.

'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.'

Every week, at least 12 people aged under 35 die from an undiagnosed heart condition in the UK.

Hand painted murals are a commonplace way of celebrating football stars in the UK. For this campaign, the murals include the copy, 'England [or Scotland etc.] ‘Til I Died' sprawled across them. These displays are nothing short of emotional and impactful.

The campaign also includes radio and social executions. These highlight the urgency of funding research to end heart disease.

Franki Goodwin, chief creative officer of Saatchi & Saatchi, added, '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. I hope we raise a ton of money to fund lifesaving research.'

It goes without saying this is a beautiful campaign with a great cause.

The campaign brings a beautiful level of care to this important topic. And the community-centric approach creates a personal touch that deeply resonates while honouring the individuals.

The emotional impact and relevance to the football community highlights the importance of storytelling when using sensitive issues within our campaigns.

This is a perfect example of identifying an issue that’s hugely important within our community and using our marketing powers for the greater good.

I too, like Franki Goodwin, hope they raise a ton of money to fund the cause.

Find out how you can donate to the cause here.

-Sophie, Writer