![\"\"](\"https:\/\/www.phdmedia.com\/london\/wp-content\/uploads\/sites\/25\/2020\/03\/BHF-Channel-4.jpg\")
<\/p>\nThe British Heart Foundation has worked with Channel 4 to bring viewers a specially commissioned episode of its long-running peak time show, 24 Hours in A&E.<\/p>\n
<\/p>\n
<\/p>\n
<\/p>\n
<\/p>\n
<\/p>\n
24 Hours in A&E: Heart Special will air on Channel 4 on Friday 20th March at 8pm and will revisit the stories of three people who previously appeared in the award-winning series when admitted to A&E with serious heart and circulatory conditions.<\/p>\n
Harriet Foxwell, Head of Brand Marketing at the British Heart Foundation said: \u201cThis one-off episode presents a great opportunity, through an \u00a0incredibly popular programme, to help make clear the link between the pioneering research the British Heart Foundation funds and the lifesaving cures and treatments people receive every day.<\/p>\n
\u201cWe hope the programme will inspire more support for our research to beat heartbreak forever.\u201d<\/p>\n
Planned and executed by Channel 4, the British Heart Foundation and PHD\u2019s Partnerships team, and produced by The Garden, the 24 Hours in A&E Heart Special, will also see three special contextual ads run in each ad break. These ads will feature people from the programme continuing their stories into the ad breaks, highlighting the importance of the research carried out by the British Heart Foundation in helping to keep loved ones together, before concluding with a direct call for donations.<\/p>\n
Tom Rovery, Partnerships Account Director at PHD said: \u201cIn helping to drive valuable support for charity\u2019s lifesaving research, we know that the work we do with the British Heart Foundation has the power to change people\u2019s lives. The Heart Special means we can help tell the story in a unique, emotive and ultimately engaging way. \u00a0Channel 4 brought their extensive knowledge of programme making to bear and combined this with the opportunities and requirements of the British Heart Foundation. The result is a collaboration we are all proud of, which we can\u2019t wait to see on air.\u201d<\/p>\n
Simon Wells, Partnership Controller, 4Sales said: \u201cWe\u2019re really proud to have partnered with the British Heart Foundation for this unique episode of Channel 4\u2019s much-loved 24 Hours in A&E. Together with the bespoke contextual ad campaign the activity aims to raise awareness and increase support for the charity\u2019s important research, whilst informing and entertaining our viewers. This is a fantastic example of how advertisers can benefit from TV\u2019s reach and impact using Branded Entertainment as an effective marketing proposition.\u201d<\/p>\n