A phased approach of media channels was employed:- National press weekend supplements, TV listings and outdoor and ambient media invited the public to “Watch Your Own Heart Attack”, billed as “the most important two minutes of TV you’ll ever see”;- Personalities such as Chris Tarrant and David Cameron stating “I’ll be watching” in 10 second advertisements appeared on TV, radio, online, roaming ad vans, and via ITV’s interactive red button service;- Heavyweight PR generated significant national and regional coverage;- 2minutes.org.uk hosted 10-second teasers featuring well known personalities and offered mobile or email reminders of the broadcast pre-event;- Following the broadcast, the TV event was available for red button viewing for two weeks, at 2minutes.org.uk and via YouTube;- Online, press and ambient advertisements were also used to encourage those who had seen the event to share it with their loved ones.

The event was watched by more than six million people - higher ratings than the show it was placed in. There was a 24% increase in concern and more people now phone 999 immediately, if they suspect a heart attack. There was an increased awareness of symptoms. 62% of people who saw the campaign said they would find out more information, while 64% said they discussed/shared parts of the campaign with loved ones. The best endorsement is BHF who have received personal letters of thanks from individuals citing this campaign as having saved their life or a life of loved ones.