BBH London helps Cardiac Risk in the Young launch debut campaign

BBH London has helped Cardiac Risk in the Young (CRY) launch its first ever advertising campaign by developing an emotive short film.

The advert depicts a teenage rugby player collapsing on the pitch in the middle of a game – a scenario faced by many bereaved parents who approach CRY for support. The aim is to emphasise the importance of cardiac screening among young people.

CRY's campaign was launched at a recent Parliamentary reception at the House of Commons and is intended to raise awareness of an issue that can claim lives with little warning, while encouraging people to get any unexplained symptoms checked out.

BBH London associate producer David Lynch was awarded 10,000 pounds to produce the film through the agency's charitable grants scheme.

He said: "We know the ad is very high-impact, but we felt we had a responsibility to make it as realistic as possible to ensure CRY's messages were delivered powerfully and effectively."

BBH London was founded in 1982 and has experience of working with a wide variety of clients, including household names such as Barnardo's, the Guardian, British Airways and Adidas.