MAY MEASUREMENT MONTH About Raised blood pressure is the biggest risk factor contributing to death worldwide, causing approximately 9.4 million deaths each year and this figure is expected to rise given an expanding and aging global population. East of Eden London was approached by the International Society of Hypertension (ISH) to launch May Measurement Month globally with Hollywood actor Will Poulter (The Revenant, The Maze Runner, We’re the Millers) and his father Neil Poulter, Professor of Preventive Cardiovascular Medicine at Imperial College London and Honorary Consultant Physician at Hammersmith Hospital. By measuring as many people as possible and highlighting just how big the problem is, the ISH and WHL aim to demonstrate to governments across the world why they need to raise public awareness and provide us all with better blood pressure screening facilities and treatment. What we did East of Eden London developed a Global PR strategy, drafted all communications and secured a partnership with global fashion retailer, I Saw It First who designed an exclusive ‘Check Your Pressure’ t-shirt to raise awareness of the cause. East of Eden worked with celebrities Will Poulter, Ore Oduba, Patsy Palmer, Robert Pires, Jessica Pires, Billy Huxley, Laura Pradelska to model the t-shirts and urge people to get their blood pressure checked.