British Heart Foundation healthcare advertising


Initial test campaign booked for 6 weeks in Cardiology clinics with 15,000 leaflets taken.

  • 50% of the hospital audience recall seeing the BHF poster
  • 85% felt the BHF advert was appropriate to advertise in a hospital
  • 43% believed the advert makes you more aware of your heart health
  • 50% said that the poster was noticeable
  • 46% said that the poster was educational
  • 69% would be likely or very likely to pick up a leaflet in a hospital

Subsequent campaigns utilised both Cardiology and Main Entrances.

Benecol hospital advertising


Targeting cardiology clinics

Annual campaign in Cardiology clinic waiting areas

  • 90% unprompted awareness
  • 70% of people preferred leaflets over a telephone number or website
  • Over 60% believed Benecol achieved greater credibility being seen in cardiology clinics
  • 80% thought the advert was in an appropriate place
  • Client’s own research results were deemed to be ‘exceptional and off the scale’

There are very few opportunities to target cholesterol sufferers when they are actively thinking about their health… ICE (Aevolve’s own communications research) has shown that these environments provide higher engagement amongst Healthy Alternatives, with the messaging having a stronger impact than some other types of media. To this extent, we have just signed another year’s activity. The client and Carat believe that tactical opportunities such as this are not to be missed as we fully appreciate the value that presence within this brings to a brand such as Benecol.

Petia Nedeltcheva : Carat
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