Bagathon posterOmnicom Media group agencies PHD and Drum have enlisted the support of three radio groups – Global, Bauer and Real – to raise one million bags full of unwanted things for British Heart Foundation (BHF) shops during September.

The campaign, Great British Bag-athon’ begins today Wednesday 21 August and runs to Sunday 29 September. The objective of the campaign is to get hold of unwanted clothes, shoes, toys, books, CDs, DVDs and home wares for BHF shops.

PHD Media’s London and Manchester offices are co-ordinating the campaign along with Drum which is overseeing the related content. The campaign will run on air and online across 33 of the three network’s stations backed up by substantial on air DJ engagement. DJs will also be interviewing real people who have survived a heart attack and are local to the stations.

Other community activities will be highlighted as local businesses, schools and offices are encouraged to get involved.

Nick Radmore, head of social marketing and brand at the British Heart Foundation said: “We’re excited to be working with the three biggest radio groups in the UK to bring together this innovative campaign.

“This radio partnership provides us with the opportunity to show how heart disease can affect anyone, and how everyone can join the fight against the UK’s single biggest killer by simply having a clear-out and taking it to their local BHF shop.”

Other PHD clients include Sainsbury’s, Crown Paints, and McCain Foods.