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The Help a Heart Week campaign, created by The Red Consultancy and Target Direct, has been designed to highlight how heart and circulatory disease is a major issue for women as well as men.

As patron of the charity, Edwina Currie launched the BHF's annual fundraising campaign with the unveiling of the London graveyard in Soho Square featuring heart-shaped headstones.

"Today is an emotional day for me, as not only is the BHF campaign a reminder of my father and other loved ones I have lost to heart disease, but also the fact that like thousands of other women, I know I am at risk too," she said.

According to the charity, the disease kills one in three women, yet many are not aware of the risks heart disease poses to their health.

The fully integrated campaign includes corporate partnerships, BHF shops, activity, community fundraising and a nationwide direct mailing activity.

The marketing drive, produced by Target Direct, aims to encourage donations and recruit new supporters to the charity, which aims to raise £1m from the campaign.

BHF's first new DRTV ad for two years will run on terrestrial and digital stations and will show how heart disease can strike without warning.

Press ads featuring a smashed perfume bottle with the strapline "Fatal for her" will appear in a number of national newspapers, including The Daily Telegraph, Sunday Express, The Times, The Observer, The Scotsman and Sunday Herald.

Magazine inserts will go inside lifestyle titles including You Magazine and the Sunday Times Magazine.

A donation-led poster campaign is being trialled in the Midlands region to test impact on response to the campaign.

Janine Pemberton, senior account director at Target Direct, said: "Our thinking behind the creative treatment for this campaign was to produce an emotional connection to the issue and dramatise its devastating consequences."

Shredded Wheat will donate £1 for every token sent in from the back of packs, Tetley will donate 5p for each promotional pack sold out of 4m packs and Danacol is donating 5p from every promotional pack.

Comet will be distributing postcards thoughout its network of 250 stores. Other supporters include MBNA, Weight Watchers, Candis, Deloitte, Yorkshire Bank, and Cannons Health & Fitness Clubs.

Shoppers are also given the chance of getting involved in the campaign by donating spare change using Coinstar's blue machines in various supermarkets.

BHF 'graveyards' are located in Soho Square, London; Calton Hull, Edinburgh; Pontcanna Fields, Cardiff; Whitworth Park, Manchester and St. Paul's Square, Birmingham.

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