Agency: Euro RSCG London | Author: 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,...