The nation’s heart charity, The British Heart Foundation (BHF) and The Good Agency launched a new fundraising initiative in Covent Garden and Camden Lock this February, inviting true romantics to make public declarations of love in support of National Heart Month.
Love Installations sees giant L.O.V.E and Heart sculptures made of galvanised steel and standing over 2 metres high displayed in the Covent Garden and Camden Lock Markets.
Romantics are encouraged to declare their love between the 1st – 17th February by paying a suggested minimum donation of £3 to write a message on a heart-shaped fob; attaching it with a red lock to the sculptures to seal their sentiment and help beat heart disease.
With St. Valentine’s Day around the corner, fundraising communication specialists, The Good Agency, devised Love Installations to celebrate National Heart Month and engage new and existing supporters with the issue of heart health by inviting them to make a heart-felt gesture of love.
With over three quarters of Londoners (86%) admitting they prefer thoughtful romantic gestures compared to expensive gifts and a quarter (25%) saying a love letter or poem is the way to their heart, these Love Installations are definitely worth a visit for all true romantics.
Polly Shute, Fundraising Project Director, The British Heart Foundation comments: “This new initiative is a truly innovative and creative way for us to raise funds and support during National Heart Month. It appears there is a real appetite for genuine and meaningful gestures of love this Valentine’s Day and Love Installations successfully taps into this while helping us to continue our life-saving work.”
Chris Norman, Strategy Director, The Good Agency adds: “We believe the best way to engage new audiences is through something interactive that allows them to express themselves in an emotional way. Where texts, emails and tweets are intangible and disposable we wanted to create something that references a time when love had an element of permanency. In doing so, Love Installations stands out against the existing fundraising event landscape.”
Supporters are encouraged to share their experiences at the Love Installations on Twitter with the hashtag #BHFLove. Follow @TheBHF for live updates and photographs from the day, or for more information on the BHF’s National Heart Month visit here.
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