UEFA Euro 2024 is less than an hour until kickoff as host nation Germany takes on Scotland at the Allianz Arena in Munich. As with any major football tournament, there have been a number of adverts that have come out to hype up the competition, from adidas‘ “Hey Jude” campaign to Corteiz‘ jersey swap program. A new initiative by the British Heart Foundation (BHF), however, shines a sombre light on the real threats of cardiac arrest affecting young people across the UK.
Produced in collaboration with Saatchi & Saatchi and Grand Visual, “‘Til I Died” comprises of a series of murals depicting 12 young England, Scotland and Wales supporters who tragically lost their lives due to heart-related complications. According to a report on the issue, roughly 12 kids die because of cardiac arrest every week in the UK. “There are no words from me that can speak adequately for this work,” said Franki Goodwin, chief creative officer at Saatchi & Saatchi, in a statement. “It was crafted sensitively and respectfully in partnership with our amazing clients and the families of our young people. A huge thank you to them; I hope we raise a ton of money to fund life-saving research.”
Both BHF and the agencies involved worked closely with the families of those affected “to ensure their relatives are remembered in a touching way,” said BHF brand director, Damion Mower. At the core of the campaign is an aim to memorialize the lives lost to cardiac arrest, as well as raise funds for preventative research and care.
