British Heart Foundation asks chocolate lovers to 'dechox'

The British Heart Foundation is capitalising on the season of abstinence with its first ever 'Dechox' campaign, asking the public to give up chocolate during March.

Dechox: Coronation Street star Kym Marsh fronts new campaign
Dechox: Coronation Street star Kym Marsh fronts new campaign

The campaign is fronted by Coronation Street actress Kym Marsh, and asks dechoxers to raise money by asking friends or family to sponsor their month of self-restraint.

Participants are also encouraged to donate the money they would have otherwise spent on their daily KitKat.

The charity has launched a dedicated Dechox microsite for the campaign, featuring videos and tools to help keep up participants’ resolve.

The campaign will also run on social media sites with the #dechox tag, and a dedicated Dechox Facebook page.

Leah Mates, fundraising projects manager at the British Heart Foundation, said: "This [is] the first time we’ve asked supporters to raise money for the BHF by abstaining from something they love as part of a national campaign.

"We hope as many people as possible will get involved in the first year of Dechox and encourage their friends and family to support and sponsor them."

Brand: British Heart Foundation

Agency: Killer Creative