BHF to embark on first child-focused campaign

LONDON - The British Heart Foundation (BHF) is launching its first marketing campaign targeted at children.

The activity follows last week's announcement of a campaign targeting teenagers and young adults. The work will comprise a six-week advertising push on children's channels Nickelodeon and Nick Replay.

The ads are designed to help children understand the importance of a healthy lifestyle. Ten-second teaser ads will air for five days before the roll-out of 60-second spots, which will seek to drive viewers to a BHF-developed website, www.yoobot.co.uk, where users can create digital versions of themselves.

The Yoobots on the site can then be made to run, play, jump, dance or eat chips. The digital characters 'age' so that children can see what they will look like older and unhealthier.

The campaign was planned by media agency PHD, content agency Drum and Viacom Brand Solutions.

A second tranche of activity breaks next month on Nickelodeon and Nick Reply. It will feature kids enthusing about their Yoobots to drive others to get involved.

Betty McBride, director of policy and communications at the BHF, said: 'Today's junk-food generation lives in a fast-paced world that demands quick results. Giving them an almost immediate look at the impact their bad food choices have on their health will definitely appeal to them.'

Last week, the charity briefed Positive Digital to create an online campaign designed to increase awareness of heart health among teenagers.

The website will include user-generated content and hosted forums as well as an incentive scheme based on an online currency 'y-Heart tokens' to increase site traffic.

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