Want a spiraling metallic device burrowing through your arteries? The Heart and Stroke Foundation of Ontario didn’t think so.

The latest 30-second PSA from the foundation builds on the new tag: ‘This is what happens when you put your heart into it.’ The message: Donations to the foundation are used in research linking trans fats, commonly found in vending machine foods, to heart disease. The spot slowly reveals the metal coil belongs to a school vending machine.

‘We had a lot of feedback from donors saying: ‘I don’t really understand what my donor dollars are doing,” explains Laura Graham-Prentice, director, parent brand marketing at the Heart and Stroke Foundation. ‘We wanted to create more clarity about [donation] outcomes.’

The vending machine spot, which is running nationally, launched in late January. The campaign also includes print, radio and online as well as two other TV spots that highlight the foundation’s funding of clot-busting drug research and in-utero heart treatments.

client: Laura Graham-Prentice, director, parent brand marketing; Joanne Cullen, manager, parent brand marketing, Heart and Stroke Foundation of Ontario

agency: Publicis Toronto

CD: Duncan Bruce

copywriter: Jim Borwick

AD: Mark Spalding

account director: Helen Lazar

account supervisor: Liz Merrilees Emlay

agency producer: Dale Harrison

prodco: The Ebeling Group

director: NAKD

line producer: Larry Ewing

You are cordially invited to submit your new, dead clever and previously unrevealed campaigns to: editorial director Mary Maddever at mmaddever@brunico.com and CD Stephen Stanley at sstanley@brunico.com, co-curators of strategy’s Creative space.