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Whether you're watching TV, on your mobile or browsing the web, the British Heart Foundation will find a way to tug at your heartstrings.

DLKW Lowe created its latest campaign, which is called "heartless". The centrepiece is a TV spot set in a classroom where a boy has a hurried conversation with the ghost of his dad before being summoned to the head teacher’s office to be told that his father was killed by heart disease. The campaign is supported by online videos that look like the usual homemade YouTube fodder until the protagonist suddenly keels over. Finally, the mobile activation asks users to hold their phone to their heart to simulate a heart attack – but when they do they, the phone rings and a voice explains the real pain of heart disease is getting a call telling you a loved one has died.