LuvDub

In the UK, more than 30 women die prematurely from cardiovascular disease every day. And yet, heart health campaigns are predominantly aimed at men. This lack of awareness can result in women dismissing common symptoms until it’s too late. We had to encourage women to stop and listen to the warning signs emanating from the heart. To engage the radio listener, we crafted a romantic poem which, at first, could have been delivered from one lover to another. In fact, the poem is an emotional plea from a heart to its ‘owner’, to reflect on their lifestyle before it’s too late. Inspired by the fact that Cardiologists refer to the heart beat as ‘lub-dub’, every word and syllable of our ‘Luv Dub’ poem has been chosen to maintain the repetition of a cardiac rhythm, and delivered at exactly 100bpm – the heart rate of someone who is in an agitated state.