BHF's campaign involves a direct mail pack containing a free gift of BHF-branded Christmas cards. The idea of the drive is to get recipients of the cards to send them out to their family and friends and send in a donation to the foundation.
The campaign, through DMS, will also create awareness of the charity among people who receive the cards from their loved ones.
Debbie Lee, account director at DMS, said: "DMS has worked with the charity for nearly 10 years and has developed a number of highly effective creative ideas. We hope this Christmas card idea will outperform the calendar and cards to children [in previous Christmas drives] creatives that have so far been the most successful annual campaigns."
BHF's direct mail campaign follows last week's news that the Salvation Army is using a below-the-line push through Target Direct to try to get people to dig deep into their pockets during the festive season and increase the charity's donations.
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