The British Heart Foundation has launched an online campaign warning children about the dangers of some of their favourite foods in an attempt to turn the tables on “junk food advertisers”.
The campaign, featuring a character called Sick Rick, has been created by Avenue A Razorfish. Explaining the BHF’s decision to move away from TV, the charity’s director of policy and communications Betty McBride says: “The internet is one of the major new battlegrounds where junk food manufacturers are fighting kids for control of their wallets.”
The BHF will also be calling on the Government to ban all junk food marketing that targets children on food and drink packaging, as well as online. McBride adds: “We are extremely concerned that junk food marketing messages are screwing up children’s idea of a normal diet.”
But advertising body Isba says it is “slightly unfortunate” that the BHF feels it necessary to “attack” food and drink products.