BHF taking part in obesity initiative

The British Heart Foundation is helping the Department of Health to explore consumer attitudes to fatty foods and health messages as part of the department's drive to tackle childhood obesity.

Betty McBride, communications director at the charity, said the success of its 'dripping fat cigarette' campaign against smoking and, more recently, its Food 4 Thought adverts, featuring gross images of the contents of burgers and chicken nuggets, had given it an "automatic seat at the table" of stakeholders advising the DoH's obesity taskforce.

Colin Gruar, head of marketing at the BHF, said the department was exploring consumer attitudes to food and health, as well as medical issues. The foundation was helping it examine consumer attitudes.

"They want to understand the issues - why it is people choose fast food and how they respond to different messages," Gruar said.

"The success of our previous campaigns demonstrates that the BHF has a role to play in delivering social health messages."

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