Til I Died

Client: British Heart Foundation

‘…Til I Died’ shattered misconceptions about heart disease by remembering the lives of 12 young people who tragically died from heart disease.  

We commemorated these 12 young football fans by choosing a medium famous in both football culture and in remembering those who’ve passed – the mural. 

12 tribute murals were hand-painted in each of their hometowns, to highlight the shocking statistic that 12 young people are tragically lost to sudden cardiac death every week in the UK, with each mural’s headline playing on the iconic football chant ‘…‘Til I Die’.  

Making the medium the message captured the nation's attention during EURO 2024 and the power of the execution and timing meant the campaign’s impact went beyond 12 locations to touch millions in the UK and beyond 

It delivered massive amounts of earned media coverage, significant increases in brand health and a 55% rise in donations, directly funding lifesaving research.