Her Disease

Heart disease kills twice as many women in the UK as breast cancer and yet it is still largely considered a male disease. Symptoms are often misunderstood and misdiagnosed and awareness is low - almost non-existent.

AML Group, in partnership with Stink Films, has created a TV, OOH, print, radio and social campaign for leading charity, Heart Research UK to build awareness of heart disease in women - and ultimately save lives.

The brainchild of AML ECD, Hugo Bone, the campaign, with voiceovers by Jodie Whittaker and Mark Strong, features stark, uncompromising imagery and filmic tropes typically associated with male heart disease that are subverted to deliver a shocking twist.

An overweight middle-aged man in a busy cafe is tucking into a fried breakfast when he starts to exhibit signs of discomfort. He’s grimacing, rubbing his chest - typical signs of an approaching heart attack. However when the attack happens, it is the waitress who, while pouring his tea, falls to the floor. As the camera pans out, we see her prone body lying over a graphic of the phrase ‘Heart Disease’ – but as her head and left hand are covering the letters ‘a’ and ‘t’, it instead reads ‘HER Disease’.