The charity wants people to quit smoking as a New Year's resolution and is highlighting the links with heart disease for the first time.
Dialogue from above-the-line ads is echoed on the microsite (www.bhf.org.uk/smoking) to educate people. Online tools, which include a smoking-savings calculator, aim to engage users. They can also play a smoking-related Tetris-style game on the microsite and send it to friends.
"The microsite helps us to bring to life the message that permanent damage is caused by smoking, but also communicate the benefits of quitting," said Maura Gillespie, head of public affairs at the BHF.
DNA created the microsite and the online marketing while Euro RSCG Partners developed the above-the-line work.
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