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 London||Author: Kate Waters|
British Heart Foundation – Why making an enemy of cigarettes is better than making an enemy of the smoker
Planning made the 'fatty cigarette' campaign possible by identifying the opportunity to...