The Havas Lynx Group and Heart UK have collaborated to create the ‘LuvDub’ radio advert, a romantic poem to raise awareness that around 30 women in the UK die on a daily basis, way before their time, because they do not address symptoms of cardiovascular disease. To begin with, the poem sounds like it is being read to a lover, but as you listen, you come to realise that it is the heart itself pleading with the host to think about making changes to their habits and lifestyle for the good of their cardiovascular health.
Havas Lynx Group MD, Catherine Brassington-Richards, said: “LuvDub had to be compelling and unique so we chose to deliver it in a rhythmic fashion not dissimilar from that originated by Shakespeare, the ‘iambic pentameter’ and cast a classically trained voiceover artist. With this poem we are celebrating the art of radio, its craft and ability to seduce and disrupt the listener, with the sole intention of preventing more women from prematurely losing their lives to heart disease.”
“Havas Lynx radio advert raising cardio disease awareness.“
Heart UK’s head of communications & policy, Simon Williams, said: “We agreed with the creative team that using poetry alone was not enough. People may be familiar with the rhythm of poetry, but we want women to become more familiar with the rhythm of their heart.”
Havas Lynx Group chief creative officer, Tom Richards, said: “Inspired by the fact that cardiologists refer to the heartbeat as ‘lub-dub’, every word and syllable of our ‘LuvDub’ poem has been chosen to maintain the repetition of a cardiac rhythm and delivered at exactly 100bpm, the heart rate of someone who is in an agitated state. The first-person narrative makes it just that, personal. The heart, an unseen, inanimate object, has been given a voice and it needs to be heard before we unnecessarily lose any more women to heart disease.”