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Cardiac Risk in the Young: Beaten
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Cardiac Risk in the Young (CRY), the national charity which raises awareness about sudden cardiac deaths in young people resulting from undiagnosed heart conditions, has today launched their first ever advertising campaign during a Parliamentary reception at the House Of Commons. Created by BBH London, the film follows a teenage boy on the rugby pitch in the moments leading up to his sudden collapse on the field in front of team-mates and supporters. Tragically, this mirrors the experience of many bereaved parents who approach CRY for support – and often, seeking answers in the aftermath of their devastating loss. The campaign aims to emphasise the importance of cardiac screening amongst young people and the need for unexplained symptoms to be explored appropriately and not dismissed. Every week in the UK, 12 apparently fit and healthy young people die suddenly from a previously undiagnosed heart condition. In around 80-90% of cases, there will have been no signs, symptoms or warnings underlining the vital role of screening. The film was made by David Lynch, an Assistant Producer at BBH London, who was awarded £10k to produce the film through BBH's charitable grants scheme.
BBH Team Managers: Renwick McAslan / Jimi Saunders |
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