The BHF, the UK's leading heart charity, selected the agency after a two-way pitch against Mother, to develop a £7m campaign funded by the Department of Health.
Partners BDDH's hiring follows a similar appointment by Cancer Research UK, which last month enlisted Bartle Bogle Hegarty to create a campaign warning the public about the dangers of smoking. The ads will run alongside the DoH's anti-smoking campaign, handled by Abbott Mead Vickers BBDO.
The ads, which sources say are likely to be "hard-hitting without employing shock tactics", will break at the beginning of next year as attempts are stepped up to reduce the number of smoking-related deaths in the UK. It will target 'multi-quitters' - smokers who have tried to kick the habit at least three times.
A BHF spokesman said: "We will be discussing the creative plans with the DoH over the next few weeks as we hone our strategy."
The approach is likely to be ad-led, but will include elements of direct marketing and PR activity as well.
Earlier this week, a report from the Cancer Research UK Centre for Tobacco Control Research concluded that health warnings were being ignored by smokers and that they should be regularly updated if they are to have an impact.
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