The charity has approached an undisclosed number of digital shops to work on the project, which has a budget of £700,000. The BHF is approaching agencies directly, with the process being handled by the BHF marketing manager, Nick Radmore. Five agencies will be shortlisted for a pitch to be held on 15 October.
The BHF launched its "food 4 thought" initiative in 2005, in a bid to improve children's diets. The campaign was aimed at 11- and 12-year-olds, and aimed to encourage them to think about the food they ate.
The 2008 push will be the first major digital programme undertaken by the BHF. Previously, most of the charity's advertising has been above the line, with a number of high-profile television and poster campaigns.
The charity's most recent campaign, created by Farm, has moved away from its traditional shock tactics in favour of a campaign encouraging people to take more exercise.