Woman's Weekly in British Heart Foundation push

Woman's Weekly is partnering with the British Heart Foundation (BHF) around its Mother's Day edition to help raise awareness of heart disease in women.

BHF: linking with Women's Weekly for comedy DVD covermount
BHF: linking with Women's Weekly for comedy DVD covermount

The issue, which hits newsstands on Wednesday (30 March), will feature a special covermount on 440,000 copies that will contain a DVD of stand-up comedy led by Victoria Wood, in support of the charity.

In December, Wood performed at a bespoke event in collaboration with the BHF, called the ‘Angina Monologues’, designed to challenge the stereotype that only men get heart disease and highlight the fact heart disease kills three times more women than breast cancer.

The DVD will include unseen footage of the two-hour event, which saw Wood and other female comedians perform live at London’s Theatre Royal Haymarket.

Drum PHD, which produced the show in collaboration with Phil McIntyre Entertainments and Grey London, brokered the deal between the magazine publisher and the charity as part of a wider content distribution strategy that aims to maximise the show's exposure.

Simon Wells, executive producer of Drum PHD, said: "Our strategy has been to treat this like an entertainment production and extend the value of it across multiple platforms over a period of time. 

"Partnering with Woman’s Weekly at this significant time in the calendar year is a key channel for spreading the important message about heart disease among women." 

Nick Radmore, head of social marketing and brand at the BHF, said: "It’s great that we have been able to continue pushing out the serious message of heart disease in women by partnering with Woman’s Weekly magazine." 

The live event was first aired on Sky 1 in December 2010, including on Christmas Day. It is currently being repeated on Sky 1, 2 and 3.

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