IPA Effectiveness Awards 2006: Silver Award - British Heart Foundation - Anti Smoking

Campaign title: Under my skin
Client: British Heart Foundation
Agency: Lowe
Authors: Gorse Jeffries and Tim Postle, Lowe
Contributing Authors: David Bratt and Claire Marker, Manning Gottlieb
Media used: TV, print, outdoor, interactive, radio, press

IN A NUTSHELL: The campaign helped the British Heart Foundation save more than 5,000 lives, and paid for itself 600 times over.

SUMMARY: The "under my skin" campaign for the British Heart Foundation answered the question: "How can you effectively deliver an anti-smoking message when shocking isn't shocking anymore?" Choosing to avoid disgust-inducing norms of the category, the BHF aimed to increase smokers' determination to quit by illustrating physiological damage in a way that made it real, relevant and immediate, regardless of circumstances or age. "Under my skin" strengthened the BHF's perceived role as the friend of the smoker, helping save more than 5,000 lives and paying for itself 600 times over. More than 225,000 smokers asked for help to quit during the campaign.

JUDGE'S COMMENT: The British Heart Foundation campaign was built around the clear idea of stopping people smoking and, at a cost of £300 per person, was extremely effective. The previous fatty cigarettes campaign was a tough act to follow and this campaign successfully renewed the message.

- Robin Woolcock, managing director, Volkswagen Group UK.