Funding Research In An Unexpected Way Posted on | LBB Online

MullenLowe London has today launched a new campaign, ‘Swear Jar’, for the British Heart Foundation.

Vascular dementia causes emotional heartbreak, not just for the sufferer but also for those around them – including young family members. In MullenLowe London’s ‘Swear Jar’ for the British Heart Foundation, we see a young boy, Billy, going to great lengths to try and get his family to swear by setting up a series of pranks around the house. After a visit to his grandad in a care home, we learn why Billy is acting up – to raise money for the British Heart Foundation through his swear jar.

The campaign aims to drive donations while communicating the scope of the British Heart Foundation’s research – that it extends beyond heart diseases to include multiple, and often connected, heart and circulatory conditions such as stroke and vascular dementia.

Swear Jar will also be supported by a multilayered social ad campaign. Firstly, the charity will release a series of behind-the-scenes films of Billy’s pranks on his family. Secondly, the British Heart Foundation will publish a campaign that further highlights the impact of vascular dementia by showing children who have experienced their grandparents’ decline at the hands of the illness.

Media is being handled by PHD and The Kite Factory and launches nationally today (14th February) across TV, cinema, VOD, social, OOH (48 sheets and six sheets) and DOOH.

Mark Elwood, executive creative director at MullenLowe Group UK said: “You can give people the statistics on vascular dementia, but it will never bring home the human impact of the disease: on the sufferer and those closest to them. We wanted to tell that story in a way that was impactful but, ultimately, hopeful.”

“Grandad in our campaign had two strokes and now sadly has vascular dementia – this story is unfortunately only too real and common.” said Carolan Davidge, director of marketing and engagement at the British Heart Foundation. “With this campaign we are continuing to talk about the breadth of the BHF’s research and the fact many heart and circulatory conditions are connected. We want people to understand just how valuable the BHF’s research is and that it’s only with their support we can continue to make life saving breakthroughs.”


Agency: MullenLowe London
Executive Creative Director: Mark Elwood
Creative Lead: Misha Newby
Senior Creative: Amber Casey
Account Director: Paul Wilde
Account Manager: Joe West
Account Executive: Giulietta Bateman
Chief Strategic Officer: Jo Arden
Strategists: Joe Cusack & Luke Stockil
TV Producer: Katie Colhoun
Creative Producer: Josh Burley
Designer: Elisabeth Bolzon
Digital Designer: Chris Davey

Production Company: Somesuch
Director: Nick Gordon
Director of Photography: Daniel Landin
Producer: Shion Hayasaka
Executive Producer:  Scott O’Donnell
Production Manager: Charlie Lodder
Production Assistant: Georgia McClure
Production Designer: Marie Lanna
Costume Designer: Kate Forbes
1st AD: Simon Ashen

Editing house: Work Editorial
Editor: Jono Griffiths
Assistant Editor: Jamie Hodgson
EP: Ben Tomlin

Post production company: The Mill
Producer: Kirsty Ratcliff,  Rebecca Pemberton
2D Lead Artist: James Pratt
2D Artist: Jonathan Freeman
Colourist: James Bamford

Sound + Music company: SoundTree
Sound design: Henning Knoepfel
Composer: Luis Almau
MD: Jay James
Music supervisor: Neil Athale

Stills Production company: We Are Another
Producer: Kiti Swannell
Photographer: Jason Hindley

Client: British Heart Foundation
Director of Marketing & Engagement: Carolan Davidge
Director of Brand & Marketing: Tracey Bowden
Head of Brand Marketing: Harriet Foxwell
Brand Marketing Manager: Maya Wasilewska
Senior Brand Marketing Executive: Harriet Gorringe
Senior Brand Marketing Executive: Abigail McCleod
Interim Director of Legacies and Individual Giving: Kelly Maklowicz
Interim Head of Individual Giving: Helen Boddy

This article was originally published on LBBO