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Watch Your Own Heart Attack

Award: Wood Pencil

Wood Pencil / Broadcast Innovations / Broadcast Innovations / 2009

One in three heart attack victims die before reaching hospital, mostly because they fail to recognise the symptoms and delay calling for medical assistance. 'Watch Your Own Heart Attack' allowed people to experience what those symptoms would feel like in the safety of their living rooms. The two-minute film, shot from the viewer’s perspective, saw Steven Berkoff vividly take the viewer through the experience of a heart attack. This was appointment-to-view television, screened only once, backed by an integrated campaign to create national anticipation. Viewing figures actually went up in the commercial break as six million tuned in to have their own heart attack.

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