The British Heart Foundation is launching a new marketing campaign urging the nation’s chocoholics to put their willpower to the ultimate test and give up chocolate for March by signing up to this year’s Dechox challenge.
First launched in 2015, BHF is aiming to beat last year’s initiative which saw over 16,000 people take part in the challenge, raising more than £1.2m in donations.
The campaign, which will include digital, radio and TV, has been devised by WPN Chameleon. The TV ad features mouth-watering shots of chocolate interrupted by a comic female presenter, who invites the viewer to join her in Dechox throughout March.
All activity will drive consumers to a dedicated website, as well as a Facebook page, with proceeds going to help fund BHF research.
The charity’s head of mass participation Adrian Adams said: “It’s no secret that we’re a nation of chocolate-lovers and it’s extraordinary how far people are willing to go for a sweet treat.
“Whilst it’s only a bit of fun to challenge yourself to ditch chocolate for one month, the money raised through sponsorship will help fund vital research to help transform the lives of an estimated seven million people living with heart and circulatory disease in the UK.”
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