A Wedding Day Suddenly Turns Tragic in This Jarring PSA From the British Heart Foundation

Out-of-home work also strikes out of the blue

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Heart disease can strike and kill at any time. So, the British Heart Foundation is trying to hit viewers with its macabre message when they’re not expecting it.

A new campaign from MullenLowe puts long-form copy on coffee cups, as well as more traditional but mundane media like bus and subway posters—drawing the audience in with casual, innocent headlines that quickly turn dark, suggesting readers could drop dead at that exact moment, mid-sentence, without warning or even a prior diagnosis.

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