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±±¾©Èü³µpk10: British Heart Foundation Anti-smoking

Client: British Heart Foundation

Agencies: DNA/DNA Connect

British Heart Foundation chose an integrated online and offline push with microsite for its first anti-smoking campaign. Background: More than a third of the five million deaths globally attributable to smoking are a result of heart disease, according to the British Heart Foundation. But, research shows only one in five people are aware of this, so the BHF decided to advertise the link for the first time.

±±¾©Èü³µpk10 aim: The BHF wanted to reiterate the dangers of smoking, making clear the link with heart disease, and advise smokers how to quit. The Department of Health, which provided funding for the campaign, wanted a hard-hitting drive. DNA Connect developed the micro-site (www.bhf.org.uk/smoking) and online ads to create recognition of, and synergy with, the above-the-line ads (created by Euro RSCG Partners). It aimed to instil the strong image of the fat-dripping cigarette into the public psyche and maintain the 'shock factor' to force people to listen to the message. The target audience of 35 to 50-year-old smokers who had tried to quit many times - needed to be told of the dangers with a positive spin that would motivate them to act. It was vital to explain the facts without being boring or patronising, so DNA used bold headlines and visuals, mixed with fun tools, including games, to promote interaction.

Online executions: The web promo ran from 1-31 January when people would be making New Year's resolutions. Media usage research gave DNA two vital insights. First, some 80 per cent of the target audience read The Sun, The Daily Star and The Mirror. This led DNA to apply the principles of red-top publishing to its microsite - short, snappy headlines, a 50/50 balance of images and text per page, and colloquial language. Second, it found this audience watched a lot of light entertainment, so information was delivered in a playful way. This included Smoking Tetris, which encouraged smokers to return to the game every time they had a craving. Online ads drew people to the microsite and used the image of a cigarette turning into an artery dripping fat. DNA developed the overlay ad (which intended to shock and create awareness of the TV ad) and an expandable banner inviting non-smokers to supply the email address of a friend or relative who smokes.

An email was sent to the nominated smoker, extending reach. A html email also spread the message. Visitors to the micro-site (www. bhf.org.uk/smoking) can see the damage caused by smoking, read advice on quitting, play online games, and find information and links.

Results: The four-week push saw more than 30,000 unique visitors to the microsite, making for a total of 62,000 visits. On average, visitors accessed 14 pages and spent at least nine minutes on the site. Smoking Tetris had 12,799 plays and lots of positive feedback. The campaign proved the value of new media as more than four times as many people visited the microsite as called the advertised freephone number. Betty McBride, director of marketing and communications at the BHF, said: "The response has been overwhelming, which shows we are fulfilling our aim to help smokers give up. Our intention was to declare war on smoking. We won a battle in January, but the war goes on."