Heart charity hires Farm for 'grey' task

Campaign 23-Feb-07

The British Heart Foundation has appointed Farm to handle the advertising duties for a spring campaign, which will target the "grey" market.

Farm picked up the charity's business following a five-way pitch, which
was handled by the AAR, against TBWA\London, Karmarama, glue London and
Lowe London.

The agency will now be briefed with creating a campaign that will try to

persuade the over-50s to invest in their hearts by becoming more

physically active.

The agency will begin work immediately, and the campaign will launch in
April.

Farm, which merged last year with Leith, will only work on this single
brief. The BHF does not retain an agency, but instead calls a pitch for
each individual campaign.

Betty McBride, the charity's director of policy and communications, said
that following research and testing of the pitched ideas, the target
audience "universally liked" the work from Farm.

McBride's team believes the strongest ideas emerge in a pitch scenario,
where several agencies are played off against each other.

Recent work that has hit the headlines includes 2004's execution by Euro
RSCG, which depicted fat oozing out of a cigarette and fat dripping out
of an artery.

The most recent work for the charity was created by TBWA\London, and was
called "doubt kills". The execution portrayed the effects of having a
heart attack by showing a man's chest being restricted by a belt.