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

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...

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