On London’s Southbank, a striking 3D timer now counts down in real time—a deliberate reminder that in the UK, someone dies from cardiovascular disease every three minutes. Launched ahead of World Heart Day (29 September), the British Heart Foundation (BHF) is using public space to confront complacency and spark urgent awareness.
Why a 3D timer—and why now?
Because numbers alone can feel distant. A real-time countdown makes risk tangible and unskippable, transforming the Southbank into a shared moment of reflection just before World Heart Day.
What myths about heart health does it challenge?
New survey findings reveal how stubborn misinformation remains: 42% of people believe heart disease symptoms emerge suddenly (as in TV dramas) rather than building over time, and 21% think cardiovascular risk begins only after age 60. Meanwhile, recent figures indicate cardiovascular deaths among working-age adults have risen by ~20% in the last few years.
How does BHF plan to move from awareness to action?
For BHF’s CEO Dr Charmaine Griffiths, the timer is part symbol, part provocation. The charity’s refreshed strategy leans hard on prevention (including the role of AI and data science), research acceleration, and systemic improvements in cardiovascular care to reduce avoidable deaths.
What can OOH do that other channels can’t?
Like high-impact OOH, this live, place-based installation is unskippable. It creates frequency, visibility, and talkability—turning abstract statistics into a public, collective truth that nudges conversations and preventive behaviour far beyond the immediate site.
FAQs about this campaign
What is the British Heart Foundation’s 3D timer on Southbank?
A real-time 3D countdown that highlights a sobering fact: in the UK, someone dies from cardiovascular disease every three minutes.
When and where is it live?
On London’s Southbank, launched ahead of World Heart Day on 29 September.
Which myths is the campaign addressing?
Survey findings show 42% believe heart symptoms appear suddenly and 21% think risk begins only after 60—misconceptions the campaign challenges.
Why use OOH for this message?
Place-based, unskippable OOH turns statistics into shared public reality—driving attention, recall, and conversations that nudge preventive behaviour.
What’s in BHF’s refreshed strategy?
A strong focus on prevention (including AI and data science), accelerating research, and improving cardiovascular care system-wide.
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