Created by TBWA\London, the 12-month "doubt kills" campaign will attempt to break down barriers people have about calling 999 and urge them to act immediately if they suspect they might be having a heart attack.
It features a man with a belt made out of his skin tightening around his chest, and the strapline "a chest pain is your body saying call 999".
The campaign, aimed at UK adults aged over 45, aims to cut the average two-and-a-half-hour delay that currently exists before heart attack victims receive treatment.
Betty McBride, director of policy and communications at the BHF, said: "There's a clear rationale for this important campaign. Every two minutes someone in the UK suffers a heart attack, and one in three dies before reaching hospital.
"We've engaged a number of agencies on this campaign to deliver a highly integrated, multi-layered and arresting campaign that will cut through the clutter. We're confident we've produced an iconic image that will stick in people's minds and give them the nudge they need to ignore the doubt and make the call that could save their life."
The campaign features poster, press, radio and online ads, the online aspect having been developed by Design Group.
A separate element will target South Asians, who are more at risk of heart disease than the general population. A multi-lingual TV, radio and press ad campaign has been developed for this audience by ethnic media specialists, Media Reach.
A has been developed by Reading Room and leaflets for prescription bags in all Co-op Pharmacies across the UK have been produced by Big Communications. Media buying is through Manning Gottlieb OMD.
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