Ad campaign stirs 36 complaints and 13,500 enquiries

The Advertising Standards Authority has started an investigation after receiving 36 complaints about the latest British Heart Foundation campaign.

The advertisement (Third Sector, 5 June) shows a picture of an elderly woman with a plastic bag on her head underneath the strapline: "I've got heart failure. And this is what it feels like every morning."

The charity said they developed the campaign based on research from sufferers. "They told us that living with the condition felt like trying to breathe through a plastic bag,

said a spokesman.

The charity consulted with the Committee of Advertising for pre-publication advice and sent out a line drawing of the advert at the earliest stage." It also submitted a full colour advertisement prior to publication, together with a list of media where the ad would appear.

Since the advertising campaign started, the charity has received 2,000 requests a day (13,500 in total) for information on heart failure.

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