On the 23rd April 2012, we launched our partnership with the British Heart Foundation (BHF) featuring activity around the nation’s most loved soap, Coronation Street. The partnership involves on-air advertisements, online activity and a variety on off-air initiatives.
Within a current storyline, the character Audrey Roberts experienced a heart attack - something more than half a million women in the UK have lived through. As part of the partnership, the BHF provided valuable insight to the cast and crew in order to ensure the narrative is true to life.
The advertising campaign, devised in partnership with ITV, PHD and Drum, featured activity integrated around this storyline. This included 10 second bespoke adverts, written by Grey London and produced by Drum, dedicated to life-saving messages about women’s heart health featured within the double bill of Coronation Street on 23rd April. The nation’s heart charity is using the adverts, which will also appear within the Coronation Street catch-up function on ITV Player, to highlight the fact women are at risk of heart disease and encourage them to call its Heart Helpline if they have any concerns. The BHF also took over the Coronation Street website on ITV.com, and in turn, the partnership was reflected across the BHF website.
The partnership also involved a variety of off-air materials reflecting the storyline. This includes a short film featured on the BHF website, posters of the actress Sue Nicholls in character in BHF stores, a voice-over on the BHF Heart Helpline, and an article authored by Sue Nicholls on the Coronation Street website. The partnership is also be supported by social media activity on Facebook and Twitter.
To find out why ITV are involved in campaigns such as this visit our Responsible reach section on our website.