Viewers slam new British Heart Foundation advert which sees woman collapse and die at her sister's wedding as 'insensitive and extreme'

  • The British Heart Foundation's advert is about the effects of heart disease
  • The short film shows a woman collapsing on her sister's wedding day
  • Viewers have slammed it and said it was 'insensitive' and 'scaremongering'

An advert showing the heartbreaking effects of heart disease has been slammed by viewers.

The British Heart Foundation's latest advert, When You Least Expect It, shows a woman collapsing at her sister's wedding during the festivities.

It was published on the charity's YouTube channel on February 1 but has been aired on television and in cinemas since January. 

At the beginning of the advert, people are seen gathering together in preparation to have a group photograph taken at a wedding.

The advert begins with the voice over of the maid of honour (right) describing the wedding of her sister (left)

The advert begins with the voice over of the maid of honour (right) describing the wedding of her sister (left)

Several people are seen gathering together in preparation to have a group photograph taken at the wedding

Several people are seen gathering together in preparation to have a group photograph taken at the wedding

A voiceover is then heard saying: 'Sister's big day - finally. Me, maid of honour, obviously. Everybody's here - mum, dad.'

She then pauses and then has a sad look on her face.

'It's a shame i'm going to miss it', she adds.

The woman is then seen lying on the floor surrounded by paramedics and family members. 

She says: 'Sorry I ruined your big day sis,' as tears fill the bride's eyes.

While the charity wanted the advert to be hard-hitting, viewers have criticised it for being 'insensitive', 'scaremongering' and 'extreme'.

Several people took to Twitter to air their views on the new advert. 

Gustavo Dudabro wrote on Twitter: I believe you, guys, that heart disease is bad. I don't need to see someone dying at their sister's wedding to convince me.' 

The woman pauses and has a sad look on her face. 'It's a shame i'm going to miss it', she says

The woman pauses and has a sad look on her face. 'It's a shame i'm going to miss it', she says

She is then seen collapsed on the floor and apologises for 'ruining her big day'

She is then seen collapsed on the floor and apologises for 'ruining her big day'

The bride is then seen with tears in her eyes as she realises her sister has passed away from the disease

The bride is then seen with tears in her eyes as she realises her sister has passed away from the disease

Another user, called Verity, said it was 'too close to home' for some people while Adam Wilson said it was 'a bit insensitive'.

Holly Adams added the charity was scaremongering, while Michael said it was 'extreme'.

He wrote: 'Give us your money or your sister might die on your wedding day not a bit extreme?' 

According to the charity, 3,000 lives are lost every week due to heart and circulatory disease. 

Gustavo Dudabro wrote on Twitter: I believe you, guys, that heart disease is bad. I don't need to see someone dying at their sister's wedding to convince me'

Gustavo Dudabro wrote on Twitter: I believe you, guys, that heart disease is bad. I don't need to see someone dying at their sister's wedding to convince me'

Verity said the advert was 'too close to home for some people' while Adam Wilson said it was 'insensitive'

Verity said the advert was 'too close to home for some people' while Adam Wilson said it was 'insensitive'

Michael said the advert was 'extreme' while Holly Adams said the advert was 'too much'

Michael said the advert was 'extreme' while Holly Adams said the advert was 'too much'

In an interview with the charity about the advert, Carolan Davidge, director of engagement at The British Heart Foundation, said: 'Many people simply don't realise that families every day are being torn apart by this disease.

'It's the main reason we wanted to make a hard-hitting film so that we really could show people the devastation heart disease causes.'

She said she regretted if the ad was upsetting for some viewers:

'We're very sorry to hear that some people have found our advert upsetting. The advert has a strong message and, for some people, it may trigger an emotional response, especially if it taps into their own feelings of losing someone they love,' she said.

'Unfortunately the sudden loss caused by heart conditions is more common than many people realise. Around 620,000 people in the UK are carrying a faulty gene that puts them at high risk of developing coronary heart disease or sudden death. Each week, 12 apparently fit and healthy people aged 35 and under die suddenly from an undiagnosed heart condition.

'The advert has been created with real people’s stories in mind, with the hope that it will help us fund research that will stop more people dying from these deadly heart conditions. The campaign has already generated over 200 calls to our genetic information service, showing that the campaign is increasing public awareness and understanding of these conditions.'

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