Heart Research UK

Her Disease

Agencies: AML Group Stink Films


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’.

This professional campaign titled 'Her Disease' was published in United Kingdom in September, 2022. It was created for the brand: Heart Research UK, by ad agencies: AML Group and Stink Films. This Film, Outdoor, and Print media campaign is related to the Health and Public Interest, NGO industries and contains 2 media assets. It was submitted about 1 year ago by PR: Rosie Lumley of Tank Top PR.


Client: Heart Research UK
Head of Marketing & Communications, Heart Research UK: Tom Smith

Agency: AML Group
Executive Creative Director: Hugo Bone
Client Services Director: Merope Beddard
Senior Account Director: Joanna Lippiatt
Design Director: Duncan Naylor
Photographer: Ester Keate @ Boutique Artists
Agency Producer: Ivana Dzaferovic @ INK Creative
Production Company: Stink Films
Director: Ben Nakamura Whitehouse
Executive Producer: Jeremy Smith
Producer: Shea Coleman
DOP: Murren Tullett
Editor: Julian Tranquille @ The Quarry
Post-production and sound: Creative Outpost
Sound Designer: Nick Angell
Sound Engineer: Tom Lane


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