The British Heart Foundation (BHF) is targeting women in its annual campaign for the first time, despite the fact that coronary heart disease is a bigger killer of men.
Help a Heart Week, which runs from 4-12 June, will be backed by direct-response TV ads and press activity created by Target Direct. The ads, breaking this week, carry the strapline 'Fatal for her'.
Head of fundraising Jackie Skeel said women underestimate the risks of heart disease. In 2002, 53,003 women died of heart-related illness, compared with 64,473 men.
The BHF has partnered with Comet, Danone and Weight Watchers to promote the week.
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