Cardiovascular disease is the single biggest killer of women in the UK – causing one in three deaths. In the North West, women between 45 and 75 are most at risk. But they’re so busy raising families or looking after relatives that their own heart health is the last thing on their minds.

That’s why the Liverpool Heart and Chest Hospital teamed up with Pfizer and Corporate Culture to launch an awareness campaign. The goal was to help women realise the severity of the issue and take simple steps to improve their heart health.

We discovered that one of the only places these women took a break from their hectic lives was in the hair salon. So the campaign used these, along with local press, as the main place to deliver a special incentive: a competition where women can nominate a special lady in their life for the chance to win a makeover for two.  

The ‘From the heart’ creative features heartfelt messages from family members, which show how important it is to keep an eye on your heart health. The tone of voice draws on local language, ensuring women feel comfortable chatting about the issue in salons.