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

Vascular dementia causes emotional heartbreak, not just for the sufferer but also for those around them – including young family members. In this campaign, 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.