British Heart Foundation 'food4thought' by Lowe London

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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.

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Released: 10 November 2005


Project name
Betty McBride, director of policy and communication at the British Heart Foundation
Creative agency
Lowe London
Sarah Naughton
Art director
Simon Morris
Planner (creative agency)
Gorse Jeffries, Kelsey Hodgkin
Media agency
Media planner
Claire Marker
Richard Puller
National poster campaign

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