British Heart Foundation – Watch Your Own Heart Attack

Nick Hirst - Grey London


You get home. You put the shopping down. You're feeling a bit sick, and your left arm is aching, but you brush it off: you've just carried your shopping up two flights of stairs, after all.

Unbeknownst to you, every minute you do nothing you're endangering your life. And in a few hours, you could be dead. This is the cost of not calling 999 when you feel the first symptoms of a heart attack.

This paper is about how communications raised awareness of the range of symptoms, reducing the time it takes people to call 999 and saving lives as a result.


94,000 people die of a heart attack every year in the UK.1 For those trying to reduce that number, a key area of focus is patient delay, measured through 'pain to call time':