Our work

British Heart Foundation

Behind the scenes: unique engagement for our legacy audience


A short quarterly publication for pledgers, including covering letter and response mechanic,  with an online version, including an interactive 360 experience.

The challenge:

Whilst the British Heart Foundation creates regular publications like Heart Matters and Newsbeat, there was no existing publication apart from the Annual Summary, that was specifically tailored to the pledger audience, focusing on the impact that gifts in Wills have.

This was the ‘pilot’ in a bespoke communication series, that we’d look to roll out every 3 months, which would keep our pledger audience engaged, uptodate, and reassured that they’ve made the right decision by leaving a gift in their Will and how valuable their support is to the BHF.

The solution:

‘Inside the lab.’ An exclusive look into the world of a BHF funded researcher, combined with an inspirational personal story, formed a succinct, yet unique publication.

We went behind the scenes at Dr Pablo Lamata’s laboratory at St Thomas’ Hospital, meeting his committed team, and gaining insight into the day to day life of a researcher who has dedicated his career to transforming heart medicine. Our findings were crafted into an intriguing layout, mirrored on and offline, that allowed our audience to experience the ‘inside scoop,’ on a cutting edge research project, only made possible through pledges like theirs. What’s more, powerful storytelling allowed our pledgers to feel even more connected to the cause, and what their Will Power is making possible.

The results:

A highly successful project all round. Our digital journey in particular, smashed targets, with engagement reaching 236% of target. What’s more audience responses provided us with useful insight for future publications.