The direct marketing and online based campaign is fronted by 16-year-old open-heart surgery survivor and aspiring model Alexandra Ellis, and will feature 600 candles to commemorate each one of the lives lost everyday in the UK to heart disease.
Ellis, who was critically ill when she was diagnosed with a serious heart defect aged 12, had life saving open-heart surgery which would not have been possible without years of research and development.
She said: "I am one of the lucky ones. Heart research made the surgery, which saved me a reality. Quite simply it saved my life and I am forever grateful for that. However, there are many others out there who continue to lose their lives each day to this disease.
"The BHF needs to continue to fund the dedicated UK researchers who develop new techniques to diagnose and treat conditions like mine.
"I lost my granddad to heart disease before I was even born, so I am very proud to launch this campaign and to commemorate him by holding a candle in his honour.
"Please give what you can - you'll be helping to fund research that could save people like me or even your friends and family."
Jackie Skeel, head of fundraising promotions at the British Heart Foundation, said: "We are still losing almost 600 lives a day to heart and circulatory disease. When we break it down this is the equivalent to a small UK village disappearing each day. Heart disease affects children, young people, mothers, fathers and grandparents. It can strike indiscriminately and have devastating consequences for patients and families alike."
The campaign follows the launch in April of a campaign to combat physical inability, which can lead to heart disease. The campaign, created by Farm, encouraged the over-50s to take up gentle activity. One poster, featuring a naked old age pensioner embracing his wife with the words "sex" and "swimming" in bold, attracted dozens of complaints to the advertising watchdog. Complainants described the ad as gratuitous and offensive.
The Advertising Standards Authority, however, decided against launching an investigation into the campaign despite 75 complaints from members of the public.