In pictures: BHF Love stunt lands in London

The British Heart Foundation has teamed up with The Good Agency to create a series of romantic-themed installations in London's Covent Garden and Camden Lock Market this month.


The charity’s Love and Heart installations, which will be on show at the two locations between 1 and 28 February, are made out of galvanised steel and each stand at 2.5 metres tall.

Romantics are being encouraged to declare their love by paying a suggested minimum donation of £3 to write a heart-felt message on a heart-shaped fob attached on a red lock, which will then be secured onto the structures.

The stunt has been organised in support of National Heart Month to raise awareness of heart health issues with new and existing supporters.

Polly Shute, fundraising project director at BHF, said: "This new initiative is a truly innovative and creative way for us to raise fundraising support during National Heart Month.

"It appears there is a real appetite for genuine and meaningful gestures of love and Love Installations successfully taps into this while helping the BHF to continue supporting hearts across the UK."

Chris Norman, strategy director, The Good Agency, added: "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 true that references a time when love had an element of permanency. In doing so, Love installations stands out against the fundraising event landscape."

Comment below to let us know what you think.

For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by subscribing here.

Have your say

Only registered users may comment. Sign in now or register for free.

Follow us

Latest Event Jobs