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A new TV campaign has been launched by the British Heart Foundation (BHF), which is aimed at tackling heart problems and reducing the need for bypass surgery.
The organisation has used the latest technology to create a 3D beating heart, which moves in real time.
Designed by medical experts at The Heart Hospital in London and the design agency Glassworks, it has been unveiled in preparation for National Heart Month - taking place in February.
"The heart is our most vital organ yet many of us rarely give it a second thought," said Betty McBride, director of policy and communications at the BHF.
"We wanted to confront people with the reality of what a working heart looks like."
She added that the so-called Virtual Heart Simulator was a "rare chance" for members of the public to see how the organ works in "incredible detail".
"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."
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