To create impact with smokers who have tried quitting before, BHF needed a new insight ... the fact that every cigarette smoked creates fat deposits in the arteries of the smoker, leading to coronary heart disease. The creative expression of this was the image linking a cigarette filled with fatty stuff to a smoker's artery. A memorable image that would resonate every time the quitter tried to light up.It was a single bold thought that drove media impact on TV, magazines, press, even in bars with beer mats ... all starting on January 1, the day smokers make their New Year resolution to stop.

Smoking related calls to the Smoking Helpline have increased 700% year on year. Traffic to the British Heart Foundation website has increased by 95%. The campaign has been covered by all the national news channels, from BBC to SKY with over 200 press srticles written. Over 18,330 advice booklets have been sent out. The campaign was the best-performing ever tracked by Hall and Partners 95% campaign recognition. And for a media spend of just £3.7m.Recent Department of Health figures indicate that during the period at least 250,000 smokers have quit.