The Gift That Keeps on Living: Saatchi & Saatchi’s campaign for the British Heart Foundation

The Gift That Keeps on Living is a campaign that takes a different approach than most celebratory advertising, instead emphasizing how valuable a donation to BHF can be. Focusing on a couple on Christmas Day, it celebrates the joy of embracing the little things, initially comically recalling all the things everyone shouldn’t be doing, before changing tone to reveal the campaign’s deeper message .

The creative shows the impact living with heart disease can have on loved ones and encourages viewers to donate to BHF, knowing how the organization works to bring hope to those affected.

Inspired by the real experiences of people with heart problems, the festive creative shares his appreciation for being able to share precious moments with loved ones while they still can. Although this time of year is usually associated with giving, few think about donating to charity. However, donations to BHF fund important medical research that will support more people with heart disease and allow them to enjoy more Christmas with loved ones.




“We wanted the film to reflect the human value of the scientific research that BHF is conducting as we seek donations for everyone at a difficult financial time,” said Franki Goodwin, CCO of Saatchi & Saatchi. “We knew that for such a simple story we needed to work with a director who could tell it calmly and bring to life the emotional weight behind it came to mind, and we’re delighted that she took up the challenge .”

Working with BHF’s patient and public panels, Saatchi & Saatchi spoke to several people living with heart conditions, including their nearest and dearest, conducted interviews throughout pre-production and weaved anecdotes and insights into the film’s script.

Led by director Molly Burdett – who starred in this year’s Saatchi & Saatchi’s New Creators’ Showcase, which screened at Cannes and Margate – the campaign will run across TV, VOD, digital, social and radio.







Damion Mower from the British Heart Foundation says: “We usually give material gifts at Christmas. But for this festive season, we ask people to give the gift of longer life to those with heart conditions by helping fund our country. groundbreaking research. “The Gift That Lives On” perfectly encapsulates both the real-world experiences that our survivors and their families have kindly shared with us, and the life-changing impact of giving. We hope this helps us continue to make more Christmas possible.”

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