British Heart Foundation hands flagship ad brief to Rainey Kelly

The British Heart Foundation is understood to have appointed Rainey Kelly Campbell Roalfe/Y&R to develop an advertising campaign early next year.

The agency, along with Lowe London, was one of two shortlisted for the charity’s &£7m creative account.

It is thought the account may have been split, with Lowe winning some business, although the brief to be created by Y&R is expected to be the charity’s main anti-smoking campaign for next year.

This campaign would be the charity’s first major anti-smoking push since last year’s acclaimed “fatty cigarette” campaign, created by Euro RSCG London. The incumbent did not make it to the final shortlist for the review, announced in April.

The ads, which depicted fat dropping off the end of cigarettes and featured the tagline “Give up before you clog up”, had a 90 per cent recall rate among smokers.

After the success of those ads, and others from the BHF that are believed to have helped 1 million smokers kick the habit, the charity was asked by the Department of Health to further develop the anti-smoking message.

In June, BHF ran a campaign warning women of the dangers of heart disease during the annual BHF Help a Heart Week.


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