British Heart Foundation goes online to target teens

LONDON - The British Heart Foundation is shifting the focus of its hard-hitting anti-smoking campaign to the internet to target teenagers and children.

Until now, the BHF has targeted adults with TV and print ads that show fat oozing from smokers' arteries.

The move online will see the launch of two dedicated websites, developed by Craik Jones Digital, aimed at encouraging young people to reject smoking and lead an active lifestyle.

BHF children's resources manager, Deborah Allen, said: "These two websites are an ideal way of engaging with the audiences of such different ages and interests."

The sites, one targeting teens and the other those aged under 11, will allow children to design on-pack health warnings for cigarettes, take part in a healthy eating quiz and ask an expert questions about their health.

If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the Forum here.

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 Meet the new breed of ad agency chiefs

A new wave of first-time CEOs are opting to do things differently in an evolving landscape. They discuss the business model of the future with Jeremy Lee.

Case study: How 'This girl can' got 1.6 million women exercising

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published