Men and women are more likely to die of heart attack in London’s deprived East End than anywhere else across the capital, shock figures reveal.

Worst area for coronary disease is neighbouring Islington, closely followed by Tower Hamlets, Waltham Forest and Barking & Dagenham where around 100 people in every 100,000 die.

Hackney and The City showed 91 people dying, while Newham had 90—way above the London average of 75 in every 100,000.

It compares with just 36 in more affluent areas like Kensington & Chelsea, says the charity Heart UK.

The wide variations means a man or woman is three times more likely to die of coronary disease in East London compared to the Royal Borough, or twice as likely compared to Westminster.

Now a campaign has been set up by Heart UK with the US-based MSD private healthcare to highlight the geographical variation across London and the rest of the country.

“A ‘tailored’ approach is vital with the wide variability in mortality rather than a national ‘one size fits all’ strategy,” urged campaigning London GP Sarah Jarvis. “Cardiovascular disease is still Britain’s main cause of death.”

The campaign aims to raise awareness of the inequalities and persuade the public to take an active role in looking after their health—which does not appear to be a priority in London.

Two out of three Londoners taking part in Heart UK’s survey were “not worried” about their health, even though 15 per cent had high blood pressure, 12 per cent high cholesterol and three per cent detected with a heart condition.

Men and women are more likely to start exercising and improve their diet to make themselves more physically attractive than to reduce the risk of damaging their heart, the survey found.

Seven-out-of-10 made changes to be more attractive, while only one-in-10 stopped smoking or cut down on cigarettes.