British Heart Foundation - Why making an enemy of cigarettes is better than making an enemy of the smoker

Kate Waters

This article describes the 'fatty cigarette' campaign for the British Heart Foundation (BHF). Older smokers resisted anti-smoking activity because they perceived it as attacking them, and didn't understand smoking's link with heart disease, and that addiction was powerful.
Agency: Euro RSCG LondonAuthor: Kate Waters

British Heart Foundation – Why making an enemy of cigarettes is better than making an enemy of the smoker

Kate Waters

Planning made the 'fatty cigarette' campaign possible by identifying the opportunity to create a Pavlovian-conditioned response in smokers, and by establishing the need to be anti-cigarette rather than anti-smoking.

INTRODUCTION

The British Heart Foundation's 'fatty cigarette' campaign is widely regarded as one of the most arresting, memorable and successful campaigns of 2004. Superficially, much of the campaign's success has been attributed to the ultra shocking imagery it used. However,...

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