Reading Room work helps BHF win CIPR Excellence award

01/07/2007 - London

Reading Room work helps BHF win CIPR Excellence award

The British Heart Foundation (BHF) Doubt Kills campaign has achieved the accolade of Best Integrated Campaign at this year's Chartered Institute of Public Relations (CIPR) Awards.

Supported by the UK Ambulance Association, Doubt Kills aimed to save lives by encouraging heart attack patients to call 999 immediately they experience chest pain or other not so obvious symptoms. Creatively illustrating those symptoms, and explaining the dangers of delaying the call even for a few moments, the Reading Room designed www.bhf.org/doubtkills was at the heart of an integrated multimedia campaign involving online, national outdoor advertising, press and TV.

In the first week of the campaign, London Ambulance Service saw a 25% increase in chest pain calls and the Myocardial Infarction National Audit Project reported that four life-saving minutes had been shaved off average call times.