BHF puts anti-smoking brief up for pitch

The British Heart Foundation is looking for an advertising agency to begin the next phase of its anti-smoking campaign.

Following the success of recent campaigns, the Department of Health has asked the BHF to continue with its anti-smoking work, which has reportedly helped more than one million people to kick their cigarette habits. The BHF is using the AAR to seek out agencies that have relevant experience.

Euro RSCG London currently holds the £7 million account. The agency produced the "artery" campaign, and has been invited to repitch. Partners BDDH won the BHF account in November 2002 and picked up the anti-smoking brief in 2003, before the merger with its sister Havas shop Euro RSCG.

Betty McBride, the director of marketing and communications at the BHF, said: "This will be a hard act to follow - thousands of smokers were prompted to give up by the 'give up before you clog up' campaign. But this habit kills more than 112,000 people in the UK every year and there are still many more smokers who say they want to give up."

She added: "This is one of the most exciting briefs in the public health arena. The major challenge will be to design a campaign that engages the public as well as the last, but this phase will set out to highlight the real dangers of second-hand smoke."

A collaborative entry of anti-smoking work from Euro RSCG London, Bartle Bogle Hegarty and Abbott Mead Vickers BBDO won a Best Dedication to Effectiveness award at the IPA Effectiveness Awards last November. Meanwhile, the Won Report recognised Euro RSCG London's "artery" campaign as the world's third-most-awarded direct marketing campaign in 2004.

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