Betty McBride has put the British Heart Foundation at the forefront of digital marketing, no mean feat in the charity sector. In 2012, it premiered a successful ad starring Vinnie Jones on Twitter and partnered with footballer Fabrice Muamba, who had a heart attack during a game that year. For No Smoking Day BHF turned cigarette packets into virtual ‘swag’ to show how smokers could otherwise spend their money. McBride has since stepped down and retired after several years at the top.