Heart Matters: Empowering Every Beat Campaign Plan

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School of Business and Management, Department of Marketing

MSc International Business Management (Marketing)

Module name: MN5347 Integrated Marketing Communications

Module

coordinator:

Shana Axcell

Candidate

number:

Campaign title:

“Heart Matters: Empowering Every Beat”

MN5347 Integrated Marketing Communications

Integrated marketing communications campaign plan

Campaign title: “Heart Matters: Empowering Every Beat”

Client: British Heart Foundation (BHF)

CAMPAIGN SUMMARY

The “Heart Matters: Empowering Every Beat” campaign will be conducted by the British Heart

Foundation (BHF) charity for the better prevention of heart disease and stroke in the UK. The main

objective of the campaign is to raise awareness of heart disease and associated health behaviours

and also empower individuals to take a preventive approach towards a heart-healthy lifestyle

through education and support. The campaign would be conducted by targeting health care

practitioners, younger adults, people under 75 years with or without heart conditions, and

caregivers located in the UK. The main message of the campaign would be “Healthy habits, happy

lives. Make a change in your health today”. The campaign would be promoted through media

platforms like Facebook, Instagram, and Google Ads as paid media along with sponsored content

in relevant TV spots and health publications to reach the target audience. The campaign would

mainly promote in urban, semi-Urban areas and cities of the UK. Additionally, 1 year would be

required to successfully conduct the campaign.

CAMPAIGN STRATEGY (strategic positioning)

1. Analysis of current situation

Heart disease encompasses a range of conditions that affect the structure of heart and function,

including heart failure, coronary artery disease, and arrhythmias. Heart disease stands as a

significant public health challenge in the United Kingdom (UK) affecting individuals of all ages

and backgrounds. As per the viewpoint of Davis (2024), the premature death rate due to

cardiovascular disease reached 80 per 100,000 people in England in 2022 (Refer to Figure 1).

Since 2008, the number of people dying prematurely due to coronary heart disease, heart

attacks and stroke has reached more than 39,000 in 2022 in the UK (Davis, 2024). The report

of Livingstone et al. (2021), mentioned that prevalence of smoking, unhealthy diet, sedentary

lifestyle, lack of awareness, genetic factors and ageing population in the Uk significantly

contribute to increasing heart disease rate in the UK. In this scenario, conducting the campaign

namely “Heart Matters: Empowering Every Beat” for the better prevention of heart disease and

stroke can be effective for the British Heart Foundation (BHF) charity to prevent increasing

death cases related to heart disease in the UK. The aim of the campaign is to increase

awareness and educate the public about the prevalence of heart disease and the importance of

early intervention. This campaign would encourage individuals to adopt heart-healthy habits

such as balanced nutrition, regular exercise, and stress management to control heart disease.

The campaign would be conducted by targeting people under 75 years with or without heart

conditions, health care practitioners, younger adults, families, and caregivers located in the UK.

Figure 1: Deaths from cardiovascular disease among under 75s reached 80 in every 100,000

people in England

(Source: Davis, 2024)

The target audience would be interested in learning and supporting the campaign as it would

provide educational resources and heart-healthy habits that can be beneficial to prevention of

heart disease and stroke in the UK. In this context, British Heart Foundation (BHF) would offer

valuable and informative information about heart-healthy habits and also spread awareness of the

way to prevent health disease and death cases due to cardiovascular disease in the UK. On the

other hand, different healthcare charities give priority to reducing heart disease only; however, the

campaign would focus on completely preventing heart disease and stroke in the UK by focusing on

nutritional approaches. For example, the UK-based Cholesterol Charity prioritises reducing the

prevalence of heart disease by providing quality support, information and services to local people

in the UK (Heart UK, 2019). The “Heart Matters: Empowering Every Beat” campaign would offer a

holistic approach that can help to control, manage and prevent heart disease through community

engagement, awareness of heart-healthy habits, and quality education for common people located

in the UK. The British Heart Foundation (BHF) has a sufficient budget of £70,000 to conduct the

campaign, community events, educational materials, and partnerships with healthcare providers.

2. Market characteristics

A wide range of charities in the UK mainly target to reduce heart diseases among common people

by providing quality healthcare services. The major competitors of the British Heart Foundation

(BHF) are the British Cardiovascular Society, Cholesterol Charity, and British Nutrition Foundation.

One of the major competitors of BHF is the British Cardiovascular Society who are involved in

providing education and setting clinical standards to control heart disease rate in the UK (European

society of cardiology, 2024). On the other hand, Cholesterol Charity is involved in providing

support, information, and influencing services for health professionals and families (Heart UK,

2019). Furthermore, the British Nutrition Foundation is associated with spreading awareness of

eating a healthy diet through conducting campaigns to reduce the risk of heart disease and stroke

(British Nutrition Foundation , 2024). It has been found that different healthcare charities prioritise

providing support to families, eating a healthy diet and conducting campaigns to reduce heart

diseases in the UK. Moreover, existing healthcare charities do not prioritise collaborative efforts,

integrated educational programs, research and conducting campaigns to prevent heart disease

and stroke in the UK. As per the viewpoint of Diab et al. (2023), the heart-healthy diet including the

combination of vegetables, legumes, whole grains, fruits, and lean protein sources are very

effective in controlling cardiovascular disease. Additionally, Bulto et al. (2021), claimed that

spreading awareness of heart disease and associated health behaviours are essential in developing

countries to control heart disease and reduce death cases related to heart disease. Therefore, the

“Heart Matters: Empowering Every Beat” campaign would be conducted by highlighting the areas

of collaborative efforts, community engagement, integrated educational programs, and spreading

awareness of heart-healthy diets to prevent heart disease and stroke in the UK.

3. Target audience

Segmentation

Basis Description

Demographic

People under 75 years with or without

heart conditions

Health care practitioners

Younger adults, families, and caregivers

Men and Women

Lower to middle income families

Geographic

United Kingdom

Urban and Semi Urban Areas

Cities of the UK like London,

Birmingham, Southampton and Bristol

Psychographic

People having limited knowledge of

heart-healthy habits, lack of awareness

of heart disease and associated health

behaviours

People with heart conditions

Behavioural

Daily consumption of unhealthy foods

People do not concentrate on fitness

People associated with consuming

alcohol and smoking behaviour

Maintain high presence on social media

Table 1: Segmentation analysis

The British Heart Foundation (BHF) would mainly target people under 75 years with or without

heart conditions, health care practitioners, younger adults, families, and caregivers located in the

UK. The study of Chen and Wang (2020), mentioned that social media platforms are very effective

in spreading health awareness and reaching the target audience. In this aspect, the present

campaign would promote by following media platforms like Instagram, Facebook, and Google Ads

as paid media along with sponsored content in relevant TV spots and health publications to reach

the target audience. Apart from that, the campaign will be promoted via media outreach press

releases and partnerships with influencers who are interested in maintaining the healthy hearts of

the people. The behaviour of target customers in spending significant time on social media can be

used to spread the information about the campaign and the campaign would help to prevent heart

disease and stroke among targeted people in the UK.

4. Campaign objectives

Objectives:

To raise the awareness of heart disease and associated health behaviours

Empower individuals to take a preventive approach towards heart-healthy lifestyle through

education and support

To improve the knowledge of the community, health care practitioners, younger adults,

families, and caregivers regarding the heart disease and maintenance of healthy behaviour.

The uniqueness of the campaign is it would follow collaborative efforts, community engagement,

spreading awareness of heart-healthy diets, and integrate educational programs that would help

to completely prevent heart disease and also reduce death cases due to heart disease.

Message:

“Healthy habits, happy lives. Make a change of your health today”

The target audience would get valuable information about the way to maintain a heart-healthy

lifestyle that would encourage people to associate with the campaign and follow all the activities

mentioned in the campaign.

CREATIVE APPROACH AND EXECUTION

Heart Matters: Empowering Every Beat campaign will embody a tone of hope, urgency and

empowerment. The campaign will be compelling to the audience by utilising the combination of

actionable messaging, emotional storytelling and visually impactful elements. Additionally, the

campaign will incorporate the mix of traditional and digital media channels in order to reach a wide

base of audience and drive engagement.

Creative executions

Figure 2: Creative executions

Visuals

The visuals of the campaign will feature dynamic and vivid imagery which will capture the essence

of momentum and progress. For example, one of the visuals will integrate the tagline “Racing

towards a heart-healthy future” by showing a runner breaking through a finish line tape. Another

visual will symbolise the collaborative effort required to address the challenges associated with

health through showing a heart shaped puzzle being completed (Refer to figure 2).

Messaging

The messaging from this campaign will be conscious as well as impactful to convey the urgency of

heart related challenges alongside inspiring actions. The key phrases like “Together, We Can Save

Lives’ and “Every Beat Counts” will resonate well with the target audiences and develop a sense

of empowerment and collective responsibilities.

Tagline

The tagline “Heart Matters: Empowering Every Beat” reflects the mission of the campaign to

drive innovation and progress in the initiatives related to heart health.

Fit with campaign strategy

Prevention

The importance of prevention of heart diseases and stroke will be emphasised by the campaign

through promoting lifestyle changes, early interventions and regular screening. In that case, the

visuals, messaging’s and taglines will reflect the influence of healthy habits like balanced diet,

exercise and stress management on addressing the risks of heart diseases and stroke.

NHS prioritisation

The prioritisation of NHS heart care will also be advocated by the campaign through emphasising

the essentiality for timely access to the quality health care services. The messaging of the campaign

will call for resources, fundings and support for cardiovascular care in the entire healthcare system.

Research supercharging

The cardiovascular research will be taken by the campaign as a key driver of progress and

innovation. Therefore, the visuals, messaging and tagline of the campaign will represent the

potential of the new and innovative treatments and cures in terms of transforming the landscape

of the heath health outcomes.

Non advertising promotions

Partnerships

The partnership of the campaign with research institutions, healthcare providers and corporate

sponsors will significantly amplify the impact and reach of the campaign.

Community events

Community events like walkathons, health fairs and educational workshops will be hosted by the

campaign in terms of engaging and educating the public on the topic of heart health.

Digital engagement

Social media campaigns, user generated content contests and influencer partnerships will also be

conducted by the campaign for encouraging active participation and facilitating a sense of

collective and community action.

Overall, the Heart Matters: Empowering Every Beat campaign will be an emotionally resonant

and visually striking campaign which will inspire action and drive the effort towards fighting

against heart diseases and stroke. Therefore, the creative execution of the campaign is well

resonated with the campaign strategy that will significantly contribute to mobilise stakeholders,

communities and individuals in order to prioritise heart health and work together towards a

cardiovascular disease-free future.

MEDIA STRATEGY

The media strategy for the proposed campaign aims to reach its target audience and maximise

engagement and exposure through utilising a mix of traditional and digital channels. According to

Dwivedi et al. (2021), a combination of earned, paid and owned media significantly contributes to

increasing the visibility and impact of a campaign. In this aspect, the present campaign aims to

include targeted digital advertising on platforms like Instagram, Facebook and Google Ads as a

paid media along with sponsored content in relevant TV spots and health publications. In terms of

earned media opportunities, the campaign will be pursued via media outreach press releases and

partnerships with celebrities and influencers who are passionate about heart health. Moreover,

owned media channels like social media profiles, campaign websites and email newsletters will be

utilised by the campaign to be served as a hobby in terms of content distribution and community

engagement.

Figure 2: Popular social media channels used in the UK in 2023

Source: (Statista, 2023)

The media mix of the campaign will be tailored to the preferences and habits of the target

audiences. The main focus of the proposed campaign will be the digital channels due to its

widespread usage. However, the traditional media channels like television and print will be helpful

to reach older segments of the target audience who are relatively less digitally active (Quran, 2022).

On the other hand, the social media platforms will significantly contribute to engaging the

audience in sharing educational contexts, real time conversations and facilitate community support

(Ohara, 2023). Overall, the integration of both traditional and social media mix will ensure

consistent branding and messaging across platforms and significantly reinforce the awareness of

the campaign and drive actions against heart diseases and stroke.

Through user generated contents, interactive features and community events, the campaign will

ensure audience engagement. Moreover, through encouraging users to share their journey on

heart health, testimonials and stories of success on social media will make the campaign able to

earn valuable media space along with amplifying the messages of the campaign organically.

The timing of the campaign will be strategic and will be aligned with the key awareness periods like

World Heart Day (September) and Heart Health Month (February) which will be illustrated through

a visual timeline that will outline key milestones, events and media activations of the campaigns

throughout the year. Within these peak periods of audience engagement, the considerations

regarding reach, frequency and penetration are going to be properly monitored and optimised

through the utilisation of performance metrics and data analytics. Overall, through this

comprehensive media strategy, the Heart Matters: Empowering Every Beat campaign will

impactfully reach its targeted audiences, generate meaningful actions through driving

engagement towards the improvements of heart health outcomes.

PRODUCTION AND EVALUATION

Timeline

Activities Months

1 Campaign launch announcements, teaser

video release and social media countdown

2 Heart Health month event

3 Educational webinar

4 Mid year progress report and promotion of

outdoor activities

5 World heart day awareness event

6 Follow-up screening and continued

promotions of heat heal campaign

7 Holiday season wellness, Year end

reflection and celebration

Table 2: Timeline of the campaign

The above timeline for the Heart Matters: Empowering Every Beat campaign is strategically

planned in terms of ensuring the consistent impact and engagement throughout the year. It

has been ensured within this timeline that the key activities of the campaign are well resonated

with the objectives of the campaign in order to enhance the opportunities for awareness,

community involvement and education in heart health promotion.

Campaign costs

Category Estimated cost

Event sponsorship £15000

Digital advertising £15000

Traditional advertising £10000

Content creation £5000

Print materials £10000

Partnerships £5000

Others £5000

Total £70000

Table 3: Campaign costs

The budget plan for the campaign is carefully focused on allocating funds efficiently across

essential areas like event sponsorships, advertising, content creation and partnerships. The

campaign aims to address its objectives with a total budget of £70000 through prioritising

maximising resources and cost-effective strategies along with adhering to the budget

restrictions of the client BHF.

Evaluation

The effectiveness of the campaign will be evaluated through the utilisation of a combined methods

of both qualitative and quantitative. The quantitative evaluation will include tracking the key

performance metrics like social media engagement, website traffic, participation rates in

educational activities and event attendance. In order to gather qualitative feedback, the campaign

will conduct surveys on audience attitudes, awareness and behaviour changes regarding heart

health. These evaluations will be performed throughout the campaign and the informed strategic

adjustment will be incorporated based on the results of the evaluation. Therefore, the overall

success of the campaign will be evaluated based on the predefined outcomes like adoption of heart

healthy behaviours, increased awareness of cardiovascular health, enhanced engagement with the

contents of the campaign and improvements in the outcomes of heart health of the audiences.

Reference list

British Nutrition Foundation (2024) Nutritional information about heart disease and stroke, British

Nutrition Foundation. Available at: https://www.nutrition.org.uk/health-conditions/heart-disease-

stroke-and-nutrition/ (Accessed: 1 May 2024).

Bulto, L. N. et al. (2021) ‘Awareness of heart disease and associated health behaviours in a

developing country: a qualitative study’, Nursing Open. doi: https://doi.org/10.1002/nop2.961.

(Accessed: 1 May 2024).

Chen, J. and Wang, Y. (2020) ‘Social media usage for health purposes: Systematic review’, Journal

of Medical Internet Research, 23(5). doi: https://doi.org/10.2196/17917. (Accessed: 1 May 2024).

Davis, N. (2024) ‘Cardiovascular disease: early deaths in England at highest rate in more than a

decade’, The Guardian. Available at:

https://www.theguardian.com/society/2024/jan/22/cardiovascular-disease-early-deaths-in-

england-at-highest-rate-in-more-than-a-

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Diab, A. et al. (2023) ‘A Heart-Healthy Diet for Cardiovascular Disease Prevention: Where Are We

Now?’, Vascular Health and Risk Management, 19(19), pp. 237–253. doi:

https://doi.org/10.2147/VHRM.S379874. (Accessed: 2 May 2024).

Dwivedi, Y. K. et al. (2021) ‘Setting the Future of Digital and Social Media Marketing research:

Perspectives and Research Propositions’, International Journal of Information Management, 59(1),

pp. 1–37. doi: https://doi.org/10.1016/j.ijinfomgt.2020.102168. (Accessed: 2 May 2024).

European society of cardiology (2024) British Cardiovascular Society, www.escardio.org. Available

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Cardiovascular-

Society#:~:text=The%20British%20Cardiovascular%20Society%20is%20a%20charitable%20org

anisation%20involved%20in (Accessed: 2 May 2024)

Heart UK (2019) HEART UK - The Cholesterol Charity, Heartuk.org.uk. Available at:

https://www.heartuk.org.uk/ (Accessed: 6 May 2024). (Accessed: 2 May 2024).

Livingstone, K. M. et al. (2021) ‘Unhealthy Lifestyle, Genetics and Risk of Cardiovascular Disease

and Mortality in 76,958 Individuals from the UK Biobank Cohort Study’, Nutrients, 13(12), p. 4283.

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Ohara, M. R. (2023) ‘The Role of Social Media in Educational Communication Management’,

Journal of Contemporary Administration and Management (ADMAN), 1(2), pp. 70–76. doi:

https://doi.org/10.61100/adman.v1i2.25. (Accessed: 4 May 2024).

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Technium: Romanian Journal of Applied Sciences and Technology, 4(10), pp. 145–160. doi:

https://doi.org/10.47577/technium.v4i10.8012. (Accessed: 4 May 2024).

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(Accessed: 3 May 2024).