Every five minutes somebody in the UK dies from a heart attack. Many people don't know they're having one because they don't recognise the symptoms or are unsure of how to respond. The British Heart Foundation 'Doubt Kills' campaign delivers creative executions for explaining the dangers of delaying the call for help and breaks down life threatening barriers.The concept fuels the public with real-life experiences of heart attack survivors and ambulance staff. It forms a hub for health professionals to access vital information and is supported by the UK Ambulance Service Association.