PSP Rare | Customer magazine publishing agency | British Heart Foundation

The brief

South Asians are 50 per cent more likely to suffer heart disease than the rest of the UK populations. The British Heart Foundation (BHF) wanted a magazine that would target, inform and communicate with this audience, to reduce this statistic and to improve the quality of life of those living with heart disease.

The challenge

To create a lifestyle magazine that is educative, culturally appropriate, inclusive and inspirational for heart disease patients and their careers, plus individuals at risk of heart disease, within the target demographic.

Editorial response

Featuring recognisable faces from the South Asian community, from business life, the food industry, sports and even Bollywood, heart & soul focuses on a central message: Get heart healthy. Readers are armed with appropriately presented facts, empowered with low-fat diet and lifestyle information, and encouraged by others' heart health success stories. The magazine positions BHF as a first source of information on heart disease.

Results

In research, 96 per cent of readers surveyed said they were very/quite likely to read another issue of heart & soul. In addition, 70 per cent of readers said that they had considered their diet, and 60 per cent had thought about physical activity as a direct result of reading the magazine.