We negotiated access to the show’s assets to use this fictional moment of event television to drive home a very real message.

Our execution focussed on the start of each commercial break - including the one directly after Audrey’s heart attack - where we ran specially-made 10 second TV ads directing women to the BHF’s helpline with the v/o message “Heart attacks can happen on any street”.

In support of the TV spots, the soap’s assets were also utilised in a variety of other ways; including:

• Using Audrey’s image for use across all media, including posters in the BHF’s high street charity shops.

• And making a film by a BHF nurse on the show’s famous set, which was hosted on the BHF website and YouTube channel.

Audrey got the nation’s women to stand up and take notice of their hearts.

After watching the ads:

• 4 in 5 viewers stated that they were more aware of heart disease in women; when you consider 8.8m people watched the ads, that’s over 6m people whose attitudes were directly affected.

• And the BHF helpline experienced a massive 20% uplift in calls during activity.

It is impossible to put a value on human life, but if just a handful of people were moved to take positive action, then Audrey’s fictional heart attack will have made a very real difference.