A charity is to run adverts featuring a simulation of a beating heart to raise awareness of circulatory disorders, it has been announced.
Heart disease is the UK's biggest killer and is responsible for more than 190,000 deaths every year.
The British Heart Foundation's (BHF) new campaign aims to get people with heart disease to contact the BHF if they need support. Accompanying press and online adverts will be released throughout this month.
The "virtual heart simulator" teaching aid featured in the ads was developed by medical specialists at the Heart Hospital in London and the design agency Glassworks.
Betty McBride, Director of Policy and Communications at the BHF, said: "The heart is our most vital organ yet many of us rarely give it a second thought. We wanted to confront people with the reality of what a working heart looks like.
"This is a rare chance for people to see in incredible detail how it works. We expect people to react in lots of different ways - whether it's amazed squeamish or disturbed - it is vital that we get people to take time to think about their heart health."