BHF

Angina Monologues

Problem
Women think heart disease only happens to men. It doesn’t – it’s their biggest killer.

Insight
Women see a new health scare every day. Most are made light of and dismissed. That’s because they’re just bad news – and no-one wants more of that.

Solution
We enrolled the nation’s funniest women, led by Victoria Wood, and created Angina Monologues. A live comedy show at the Haymarket Theatre, simulcast to cinemas across the country, raised awareness of heart disease among women and poked fun at the stoicism that puts them at risk. The show was then cut for TV and broadcast on Sky One in prime time slots including 9.30pm on Christmas Day.

Effect
Over 5,000 people bought tickets for the live shows, and over 1.5m have watched it on Sky to date. Via four-star reviews and other media coverage, the campaign also generated over 130 million free opportunities to see, with an advertising equivalent value of almost £1.5m. The result was that 1 in 4 at-risk women were aware of the campaign, with a 44% uplift in awareness that heart disease is the biggest killer of women over 45.