To create impact with smokers who have tried quitting before, BHF needed a new insight...the fact that every cigarette smoked causes fat deposits in the arteries of the smoker, leading to coronary heart disease.The creative expression of this was the iconic image linking a cigarette filled with fatty stuff to a smoker's artery. A memorable image that would resonate every time the quitter went to light up.It was a single, bold thought that drove media impact on TV, magazines, press, even in bars with beer mats...starting on the day smokers make their New Year's resolution to stop...January 1st.

Smoking related calls to the Smoking Helpline have increased 700% year on year. Traffic to the BHF website has increased by 95%. The campaign has been covered by all the national news channels, from BBC to SKY with over 200 press articles written. Over 18,330 advice booklets have been sent out. the campaign was the best-performing ever tracked by Hall and Partners - 95% campaign recognition. All for a media spend of just £3.7 m.