Flora ProActiv is giving the traditional exchange of cards a new purpose, this Valentine’s Day. The limited edition set of 4 cards encourages people to look after their heart health and get their cholesterol levels tested.
The tongue-in-cheek captions and designs bring to life a crucial message: the importance of managing cholesterol levels to prevent health issues, like coronary heart diseases.
Research of over 2,000 UK adults conducted by Flora ProActiv reveals that 1 in 5 (20%) Brits have been diagnosed with raised cholesterol, and a third (33%), have never had a cholesterol test. Flora ProActiv has created the range of Valentine’s Day cards as a tool to help educate the UK about cholesterol, the risks of raised cholesterol, and the importance of getting tests to manage cholesterol levels.
Brits are being encouraged to lead a healthier lifestyle, with exercise and a reduced consumption of saturated fats to help lower cholesterol levels. Changes like switching from dairy butter to Flora ProActiv spreads, which contain added plant sterols, an active ingredient clinically proven to help lower cholesterol, are easy to adopt and can help in the battle against raised cholesterol.
Martine McCutcheon has been announced as an ambassador for the campaign, having had a family history of raised cholesterol, and a resulting understanding of the importance of the message Flora ProActiv is working to convey. She commits to regularly getting her cholesterol levels tested, and stresses the importance of this: “I was really shocked when I found out that we had a family history of raised cholesterol because I didn’t think something like that would affect us. My nan needed an operation on her heart because of the complications it caused, which has caused me to be aware. So, being part of this campaign is close to my heart and I’d urge everyone to get their cholesterol tested, to prevent more serious health complications. It’s quick and easy to get a test, you can pop into your local pharmacy or book an appointment with your GP.”
Alan Black, Marketing Director Upfield UK&I said: “Valentine’s Day is a day where we express our love to the people we care about, and what better way to do this than to give someone a card that checks in on their health. Having raised cholesterol is a condition that normally gets swept under the rug, so we’re working hard to get Brits to recognise the seriousness of it and why it’s vital to get tested regularly.
We hope that the Valentine’s Day cards will act as a route to engage the UK, as we continue to drive awareness around raised cholesterol and encourage people to make small lifestyle changes like switching to Flora ProActiv.”
Flora ProActiv aims to inspire and support individuals during their cholesterol-lowering journey, and has a range of delicious products and healthy lifestyle tips. The brand has now signed up with HEART UK, the cholesterol charity, for a one-year partnership, which started in January 2022, to help people know and understand their cholesterol levels, and to take appropriate action where necessary.
Alan Black says of the parternship: “We are announcing an exciting partnership with HEART UK as part of our efforts to drive awareness of the risks of cholesterol and the importance to get tests regularly, and we’re delighted to have the backing of an esteemed charity like HEART UK in order to help us do so.”
Jules Payne, Chief Executive at HEART UK said: “We feel honoured to be partnering with Flora ProActiv in 2022. It’s unlikely that people will be aware they have raised cholesterol until they get tested, so the importance of testing is a message that we’re keen to support. Flora ProActiv spreads and drinks have all been awarded the stamp of approval from HEART UK. Together with eating healthier and staying active, adding these products to your regular shopping can help towards lowering your cholesterol.”
The Flora ProActiv Valentine’s Day cards can be purchased on Thortful for £3.39, where proceeds (37p per card) will be donated to HEART UK (Charity number: 1003904).
Martine McCutcheon is hosting an Instagram competition for 50 lucky winners to get their hands on a Valentine’s Day card signed by her.
