As part of a wider national campaign timed with the cultural moment of the Euros, we aimed to raise awareness of the urgent need to address sudden cardiac death in young people. Each week, 12 young people in the UK die suddenly from cardiac arrest – a shocking statistic that many are unaware of.

I led the creative direction on a retail-focused activation, making use of BHF shops – a presence in almost every town and city across the UK – to amplify the message. On flagship stores, we created striking window takeovers featuring a simple, powerful image: a receipt listing the dreams and life moments lost when a young life is cut short.

We also designed posters showing people walking across the campaign’s hard-hitting statistic, creating the impression that the public were literally stepping over this overlooked issue – a visual metaphor for the lack of awareness around sudden cardiac death.