This Friday, the British Heart Foundation unveils its first TV advertisement to publicise the charity’s new corporate identity. The UK’s fifth-biggest charity is repositioning as a medical research charity, which also funds educational activities and patient care. The ad, through TBWA Simons Palmer, will urge young people to take preventative action against coronary heart disease (CHD). The campaign moves the BHF’s advertising strategy away from its traditional red and black posters, which highlighted CHD as a major social issue. The commercials will be supported by direct mail and documentary-style radio advertising.