BHF 'artery' work to go interactive

Marketing 06-Oct-04

The British Heart Foundation (BHF) is making digital marketing central to the second phase of its anti-smoking 'fatty artery' campaign.

The Department of Health-funded £5m activity, which breaks on TV this week, is part of ongoing attempts to appeal to a younger audience. Ads will feature the address of a website where people can sign up for free text alerts and emails encouraging them to keep fit.

Site visitors will be encouraged to play Tetris-style game 'Fatris', available online or on mobile, rather than resort to having a cigarette when they feel the need to do something with their hands. An online forum will provide information on giving up.

Poster ads across the UK will support the 'Give up before you clog up' campaign.

The BHF created two websites to encourage young smokers to quit this summer (Marketing, 28 July).