The British Heart Foundation asks the nation if it’s time for a DECHOX?

By Nicky Tomkins 06/02/2018

The British Heart Foundation is challenging the nation’s chocoholics to put their willpower to the ultimate test and give up chocolate for March. This includes all chocolate – that’s right, even the sprinkles on your cappuccino.

We worked with the British Heart Foundation to integrate this year's creative campaign across digital, radio and TV.

The TV and Radio advert asks chocoholics to sign-up to DECHOX. The TV captures mouthwatering shots of gorgeous chocolatiness that is interrupted by our comic female presenter, who invites the viewer to join her in DECHOX throughout March.

By joining team DECHOX and with the power of sponsorship, people can help fund British Heart Foundation research.

DECHOX first launched in 2015 and last March, over 16,000 people took part in the challenge to detox from chocolate, raising more than £1.2 million in donations.

The British Heart Foundation is hoping to sway even more people to take part in the great DECHOX this March with this fun and integrated campaign, which launches in February.

Adrian Adams, Head of Mass Participation at the British Heart Foundation, said: “It’s no secret that we’re a nation of chocolate-lovers and it’s extraordinary how far people are willing to go for a sweet treat. Whilst it’s only a bit of fun to challenge yourself to ditch chocolate for one month, the money raised through sponsorship will help fund vital research to help transform the lives of an estimated seven million people living with heart and circulatory disease in the UK.”

The nation’s DECHOX starts 1st March 2018.

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