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BHF ‘Look at the fat on that’

Agency: Avenue A Razorfish

Client: British Heart Foundation

The British Heart Foundation (BHF) has launched a cyberspace battle junk food marketers in its bid to fight child obesity. 

The ‘Food4Thought’ campaign employs online marketing tactics often used by junk food manufacturers – and then turns the tables on them by getting kids thinking about the foods they eat and the marketing tricks used to target them.

The ads feature anti-hero character ‘Sick Rick’, who guides the children on their journey. He hosts a number of humorous yet slightly disgusting videos which demonstrate the real amounts of fat, sugar, salt often used in junk food.

It’s the first time that the BHF has used a virtual world website,, designed by web agency Fingal, where children can use an avatar to wander an urban landscape, play educational games and win prizes. 

It is also the first time the BHF has focused its advertising campaign entirely online.  Digital agency Avenue A Razorfish has devised a comprehensive web strategy for the BHF to engage 11-13-year-old children, a notoriously difficult audience to target.

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