The British Heart Foundation's new campaign, "food4thought" aims to educate kids about the ingredients found in typical junk food. Developed by Lowe, the idea behind the campaign is that the more kids know about what is in their food, the more often they will make heart-healthy choices. One press ad features a pile of chicken skin and fat and the word "censored" stamped across it. The ad runs with the line: "Not all nuggets are good nuggets. What's on your plate?" Similar poster ads feature a hotdog and burger consisting of gristle, bones and connective tissue.