Heart disease is the UK’s single biggest killer and the British Heart Foundation is the UK’s number one charity leading the fight against it. But while awareness of the BHF is high, people have much lower levels of understanding about the work of the charity and its relevance to their lives. As a result, other UK health charities such as Cancer Research UK and Macmillan Cancer Trust outstrip the BHF in donations and legacy funding. We were asked to help the BHF engage more powerfully with its audiences. To succeed, we needed to change the spirit of the BHF from a leading charity to a leading campaigner and to motivate its audiences to find their fight again.